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Portland, OR-based Platial, an aggregator of user-generated content based on geography, is acquiring Frappr, a social mapping site based in San Francisco. The companies believe that the combined entity will account for 25 percent of distributed map widgets. In the release, Platial CEO Di-Ann Eisnor said the acquisition will allow it to create a more effective advertising model, using location and social data. Of course, both companies have come under pressure, as Google (NSDQ: GOOG) has added its own DIY mashup features to its maps services. Platial, which calls itself “The People’s Atlas”, raised $2.4 million this March, while Frappr has no announced fundraising rounds. Terms of the acquisition were not disclosed. Release.