We are starting to experience the “problem of plenty” on the web, which is making it difficult to find information. It’s a problem being driven in large part by the availability of the vast number of tools that make publishing to the web a breeze. At […]

We are starting to experience the “problem of plenty” on the web, which is making it difficult to find information. It’s a problem being driven in large part by the availability of the vast number of tools that make publishing to the web a breeze.

At the same time, we are woefully lagging when it comes to creating tools that ease the consumption of content. For precisely those reasons, I believe that the web has to become more dynamic, more intelligent and will need a degree of serendipity. And that will give us the ability to find the content we like and want to consume without making much of an effort.

Location-aware services are perhaps the best way to provide that context. For the longest time, we have associated such location-services with automobile navigation devices and mobile phones. But recent efforts, most notably those of Yahoo, have brought location into the realm of the wired web. Here are some recent announcements that point to the emergence of a location-aware web.

Of the three recent developments, Yahoo’s is the most important.

Fire Eagle, which acts as a location broker that allows users to take their location to the Web. Now, with Placemaker, we can help developers and publishers make applications and data sets location-aware by determining the whereness of unstructured content. Once users share their location information using FireEagle, we help provide hyper-local information based on their geography, adding value to content that is delivered to them wherever they are.

You can send unstructured data to the Placemaker and it spits out such data in a location-aware format. Since most of the geo-data is available in the form of longitude and latitude coordinates, mapping them is essential. Placemaker instead goes one step further — it marries these coordinates to place names. So various versions of place names such as San Francisco, San Fran and even Frisco will be mapped to the coordinates.

When a publisher sends in the unstructured data, Placemaker finds these words and makes them location-aware. Paul Bonanos reported on Yahoo’s new search direction yesterday, which will essentially involve the search engine pivoting its search focus around “objects.” Marry those objects to location-aware content, and suddenly you have a platform for hyper-local advertising. Other applications will follow.

While the location-aware web isn’t going to show up tomorrow, at least we’ve started the journey toward it. Otherwise we’d find ourselves lost in what is going to be a massive data deluge.

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  1. adding structure to chaos…

  2. adding more information, not more value to chaos…

  3. Peter Cranstone Wednesday, May 20, 2009


    Where’s GPS enabled search inside the browser. Why can we not share our location via the browser with ANY web service out there. I mean how hard can it be to solve this problem. You keep writing about location and yet I never see any mention of it being used INSIDE the browser which is where everyone lives these days. Fire Eagle is fine – but what do the Enterprise use? Where are the tools that enable them to extend their current web services to mobile devices?


  4. Lisa M. Smith Wednesday, May 20, 2009

    Wow. This is great. Well Done!

  5. Amazing and very insightful article, but the possibilities must not be limited to advertising.

  6. I can see how that would be useful in some respects for local information–but big brother closes on in even tighter I fear. But it’s going to happen anyway–the ave person is on camera for a large part of the day anyway. We might as well get some hyper-relevant content and have some fun with it.

  7. bluelectric.org – Hier bin ich Thursday, May 21, 2009

    [...] und den veröffentlichten Ort seines Nutzers nach einer einstellbaren Zeit wieder vergisst. Und GigaOM beschreibt hier ausführlich, welche Vorteile Verortung im Netz für seine Benutzer hat. We are starting to [...]

  8. Unless they can not keep where you are straight:

    Facebook moves Cardiff to England
    Facebook has put the Welsh capital in England

    While you may be sure Cardiff is the capital of Wales, Facebook users in the city were baffled after the social networking website put it in England.

    full article: http://news.bbc.co.uk/2/hi/uk_news/wales/8052252.stm

  9. Simon Mackie Thursday, May 21, 2009

    there’s a demo of Placemaker here, written by Yahoo staffer Chris Heilmann: http://isithackday.com/hacks/placemaker/index.php Input any URL and it will return any places referenced. I really dig the work Yahoo is doing in geolocation right now.

  10. Location-Based Services Don’t Work Well Without GPS- May Start Dying in 2010 Thursday, May 21, 2009

    [...] growth of location-based services (LBS) is not surprising given how much potential they provide to the end-user. Having a phone or [...]

  11. James Brickle Thursday, May 21, 2009

    Promoting Yahoo and denying me the ability to share my geo tracking platform information that can benefit every business in US is fair ,Why?

  12. I have said it before, and I will say it again. The killer app, locatively speaking is marrying status updating with location, as this opens the door to all sorts of context-aware services, like: local friend finder/lookup and hookup; event-aligned social services; real-time hyper local news; hyper local advertising.

    For more fodder on the topic, here is a blog post that I wrote called:

    “Right Here Now” services: weaving a real-time web around status

    Check it out, if interested.


  13. Careful! The internet (web) is a tremendous equalizer. Regardless of your background, social-economic status, color, profession, etc, everybody has access to basically the same types and number of resources. Location has the potential to change this dramatically. Location-based rules (redlining) has been used in the past at the expense of the poor. Is that what we really want for the internet? Even though advertisers may lust for it, is it really in the public interest?

  14. Hi, you can try another Placemake tool here:


  15. Copyright Meets a New Foe: The Real-Time Web | Digital Asset Management Monday, May 25, 2009

    [...] Why Location Awareness Will Make the Web More Useful [...]

  16. Yahoo! annonce GeoPlanet Data et Placemaker lors de Where 2.0 (#where20, @Yahoogeo) « LocalLab : Foire aux Infos Tuesday, May 26, 2009

    [...] Technologies (nouveau portail) étaient présent à la conférence Where 2.0. À mon avis et l’avis de plusieurs, ils ont « volé le show » cette année, lorsque l’on compare les autres annonces. [...]

  17. Latest mobile number search news – Why Location Awareness Will Ma | Reverse Cell Search Monday, August 3, 2009

    [...] Why Location Awareness Will Make the Web More Useful [...]

  18. Data Rich Internet Needs Context, New Modes of Consumption & Serendipity Tuesday, October 20, 2009

    [...] be able to help machines filter through data in ways that are more relevant for us. (Related post: Why Location awareness will make the web more useful.) Left to Right: Dave Winer (Scripting News), Bret Taylor (Facebook), Joe Smarr (Plaxo) & David [...]

  19. Mobile Location Is Charting a Quick Path to Growth Sunday, November 8, 2009

    [...] and social-networking apps are more relevant when mapped to a person’s current location. But location can do more than simply drive people to places where they can shop, eat or meet friends. Soon, all mobile [...]

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