By Robert Poe
It's no secret that the big Web portals consider voice over IP a key ingredient in the mix of e-mail, instant messaging and other services they're offering visitors to their sites. The mystery is how exactly they expect to make money from it. One clue to their thinking is scheduled to surface soon, with the expected announcement of a big-name customer for eStara's click-to-call VoIP software. The software and other eStara products make it possible for advertisers to know exactly how many customers contacted them by phone in response to a specific Web ad.
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