First it was Google scanning users’ email inboxes to delivered tailor-mad adverts.

Now California-based Pudding Media are launching an internet phone service, where users’ calls will be monitored so appropriate ads can appear on the subscriber’s screen.

Phonecalls, which will work along the same lines as Skype, will be free in exchange for Pudding Media having access to the call.

The New York Times has the whole report.