Yahoo! has purchased Whereonearth, a technology development company focusing in localization technology, including globally covered geographic database. Yahoo! search blog says we can expect to see enhancements in many services including search marketing (for advertisers), search, local/maps, mobile and personals (for end-users).

Whereonearth’s very talented team of software engineers and Geographic Information Systems (GIS) experts have worked hard to develop sophisticated technology that contains a unique combination of global data and software algorithms that make local search possible. Together, we’ll be able to provide the most geo-relevant information across all of Yahoo!’s products and services.

Better ad targeting for local searchers is important especially for local business owners. Precise location is a problem that many advertisers decide to cater by the use of local keywords. I hope that with the adoption of more sophisticated technology, local advertising will become easier and accessible.

Source: Yahoo! Search blog.