1. A computer implemented method, comprising: assigning, via a computing device, a telephonic reference to an advertisement of an advertiser for delivery on a media channel of a demand partner among a plurality of demand partners, wherein a different telephonic reference is assigned to the advertiser for each different demand partner of the plurality of demand partners; assessing a charge to the advertiser for the advertisement based at least in part on telephonic connections to the advertiser via the telephonic reference; and identifying, using the computing device, the demand partner from the plurality of demand partners, to compensate the demand partner using a portion of the charge for the delivery of the advertisement on the media channel, based on the assigning of the telephonic reference for the delivery of the advertisement on the media channel and based on the telephonic connections connected to the advertiser via the telephonic reference.