Lat49 to Help Monetize Map Mashups

John Musser
Jun. 29 2007, 12:21AM EDT

One of the primary issues facing map mashup developers isn't a technical one but a business one: how to make money from their mashups. Often you'll see Google AdSense ads ringing a mashup as basic strategy for generating a bit of revenue. This problem is one that IDELIX Software, a veteran Canadian developer of visualization tools, is aiming to solve with their new product Lat49.

What is it? It's a new map-based advertising model targeted directly at this class of online, Ajax-based map applications. Publishers (mashup developers) in addition to using the usual map APIs from Google, Yahoo and others can use a JavaScript API from Lat49 to drive contextually relevant ads. The ads can appear directly within or outside the map. What's interesting is how the ads can dynamically change as users drag the map around as well as vary based upon their zoom level.

Lat49

Overall the problems they want to solve for mashup developers in this situation are: screen real estate -- maps are often forced to be smaller in order to make room for ads; ad relevancy -- the limited amount of text on map-centric page reduces the text usually used to drive ad relevancy algorithms; and lack of ad refreshes -- due to Ajax-driven sites that lack the old page reload model.

On the advertisers side, they 'lease' space by the 'tile' of land. Ads can be specified at four different zoom levels ranging from Local, Neighborhood, Urban, to Brand. Pricing and revenue sharing models are being ironed-out now. I spoke with their team yesterday and they're looking for publishers and advertisers to take part in their current alpha testing and you get their contact information from their site.

John Musser

Comments

Comments(4)

User HTML

  • Allowed HTML tags: <a> <em> <strong> <cite> <blockquote> <code> <ul> <ol> <li> <dl> <dt> <dd>
  • Lines and paragraphs break automatically.
  • Web page addresses and e-mail addresses turn into links automatically.

[...] It’s a new map-based advertising model targeted directly at this class of online, Ajax-based map applications. Publishers (mashup developers) in addition to using the usual map APIs from Google, Yahoo and others can use a JavaScript API from Lat49 to drive contextually relevant ads. The ads can appear directly within or outside the map. What’s interesting is how the ads can dynamically change as users drag the map around as well as vary based upon their zoom level. via ProgrammableWeb [...]