Overheard - Google’s patent for Ringback Advertising

A patent assigned to Google describes how the search giant can monetize its Voice service: play ads while a call is dialing or placed on hold. John Timmer, Google patent could bring ads into your phone

The patent application, called “Ringback Advertising,” is assigned to Google. In general terms, it describes a system for delivering ads to any sort of phone system, including IP, cellular, or landline phones. The idea is to place software somewhere within the flow of telephony data that can identify when a given call is not active, then request audio ads for delivery during that time. Although this obviously pairs nicely with Google’s Voice service, there’s no reason it couldn’t be rolled out to telcos that choose to partner with the search giant.