This just sounds wrong to me. Supposedly, Puddingmedia's service will listen in on Internet (VoIP) calls and display ads based on the subject matter being talked about. Beyond the fact that they need a pretty remarkable speech recognition engine (and we all know how well those things work on any number of phone services), I can't imagine anyone wanting to do this.
And of course the company eventually wants to expand this to cell phones. I'm not buying it, but I bet several government agencies would love to.