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United Virtualities Directs Ads Toward VoIP Users: Page 2 of 4

Mookie Tenembaum, founder and chief executive of United Virtualities, said Tuesday that the ads are targeted to the demographic information given by consumers when they sign up for the software. Currently, that information is limited to age, gender and zip code.

Tenembaum says there's no spyware, pop-up ads or other features that could potentially turn off consumers. Instead, the company is only trading the software for advertising.

"We are living in a world in which we get content in exchange for advertising in TV, newspapers and more," Tenembaum said. "The idea here is to offer something that will also be useful to the user."

An ad-free version of HotRecorder is available for consumers willing to pay $15. Since its availability Monday, there's been more than a 1,000 downloads of the version available at no charge, Tenembaum said.

VoIP is an emerging technology that has a faster growth rate among companies than consumers, experts say. Companies are adopting Internet telephony to reduce the use of traditional telephone services, which are more expensive.