Microsoft Acquires UK-Based MultiMap Mapping Provider

Microsoft announced this morning that it has acquired UK-based mapping platform and consumer destination MultiMap. Deal terms weren’t disclosed. MultiMap will reportedly operate as a wholly owned subsidiary of Microsoft but within the Virtual Earth and search teams. According to the press statement issued, MultiMap brings “new location and mapping technology to complement existing offerings such as Virtual Earth, Live Search, Windows Live services, MSN, and the aQuantive advertising platform.”

One would also assume the technology would also eventually be used in mobile.

Mapping interfaces and location targeting are becoming increasingly important in online ad platforms and in mobile by extension. Google recently revamped its AdWords geotargeting interface to make it much more intuitive and map-centric. Similarly, Microsoft appears to be emphasizing integration of MultiMap into its ad platform in the announcement and related articles written about the acquisition.

Postscript: The UK’s TimesOnline speculates the deal was worth $50 million.

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About The Author

Greg Sterling

Greg Sterling is a Contributing Editor to Search Engine Land, a member of the programming team for SMX events and the VP, Market Insights at Uberall.