Lat49 to Help Monetize Map Mashups

John Musser, June 29th, 2007

Lat49One 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.

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4 Responses to “Lat49 to Help Monetize Map Mashups”

July 3rd, 2007
at 1:02 am
Comment by: Making Money off Mashups :: Creative Synthesis

[...] 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 [...]

July 28th, 2007
at 7:25 am
Comment by: Google lance sa régie publicitaire pour Google Maps en beta-test » Le blog immobilier d'ImmoPlaza

[...] Google coupe ainsi l’herbe sous le pied de Lat49 dont le but était justement de fournir un système de monétisation des mashups Google Maps & Yahoo. [...]

August 3rd, 2007
at 12:45 am
Comment by: ProgrammableWeb.com » Blog Archive » Monetize Your Google Maps

[...] services like this and Lat49 it looks like there’s going to be increasing array of options for mashup developers to [...]

September 12th, 2008
at 1:57 am
Comment by: Monetize Flash Map Mashups with Lat49 Ads

[...] network for interactive maps, who have just added support for integrating ads into Flash maps. As we covered last year, Lat49 enables map mashup developers to layer geographically relevant ads onto third party mapping [...]

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John Musser
Founder, ProgrammableWeb

Adam DuVander
Executive Editor, ProgrammableWeb. Author, Map Scripting 101. Lover, APIs.