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Mashing up Google Maps with ads

I'm only surprised it took them this long.

Google is reportedly experimenting with placing paid search ads alongside (actually above) search results on Google Maps. The ads are displayed with a blue balloon as opposed to red ones for the organic results. Clicking on one of those blue balloons brings up the address and phone number of the location in question as well as the logo of the company doing the advertising. There's also a brief text blurb that is similar to the kind of keywords you'd expect in an ordinary AdSense ad. Has anyone not seen this coming for a while now?

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