Dynamic Advertising with HTML5 - HTML5 Advertising - page 285

As you can see in Figure 11-13 , location is pretty big, and it's getting used often! If you're not using it in your next
mobile campaign, I'm sure you will shortly after by client demand. Again, the Geolocation API is a specification that
often gets lumped into HTML5 even though it's separate. See for yourself at http://isgeolocationpartofhtml5.
com . However, it does go hand in hand with many of HTML5's new features. If you'd like to learn more about the
geolocation specification, visit http://dev.w3.org/geo/api/spec-source.html .

Web Services for Locations
I'd like to wrap this section by taking a look at some of the other web services for locations and other APIs. Keep
in mind that these APIs come in both paid and free versions, so choose wisely based on your campaign goals and
budget. Perhaps the most popular location API would be Google's Maps API ( http://developers.google.com/
maps ); however, if you plan on using Google Maps in your production work and you expect a lot of traffic from your ad,
you'll end up paying for it because Google limits the amount of requests of its free service. If you can't afford Google,
another good alternative is the Open Street Maps API ( http://openstreetmap.org ) , which is a great free service but
often lacks the features and geographical information of Google's. A few other useful location services are IPinfoDB
( http://ipinfodb.com/ip_location_api.php ) , InfoChimps ( http://infochimps.com ) , and Open B Map ( http://
openbmap.org/api/openbmap_api.php5 ). Also, if U.S. law does not restrict you, you can take advantage of other useful
data found at http://bluevia.com/en/page/tech.APIs.UserContextAPI .

■ Be careful with what you do with this information. as much as advertisers will beg you to track and store
data about their potential customers, be aware that it may not always be in the best interest of humankind and you could
face legal issues.

Note

Social
The social market is fast growing in advertising. If you think about it, what's more dynamic and relevant than what
your friends are saying? Social chatter is always happening no matter which platform it's occurring on. Using social
platforms like Foursquare ( http://developer.foursquare.com/docs ) , Facebook ( http://developers.facebook.
com ), Twitter ( http://dev.twitter.com ), Instagram ( http://instagram.com/developer ) , LinkedIn ( http://developer.
linkedin.com/apis ) , Google+ ( http://developers.google.com/+/api ), and SoundCloud ( http://developers.
soundcloud.com ), to name a few, developers and designers can take advantage of these rich social platforms for more
integrated experiences with a user's social graph. If one of your friends likes a Nike campaign, that information can be
presented to you in real time. Or, if you wanted to see what the reviews were of that new movie trailer, why not bring
in the hashtags from the movie's Twitter account? This is all possible with the various APIs that bring social data into
your advertisement.

■ the Open graph api ( http://ogp.me ) allows web content and ads to be tagged with metadata for social
networks to create rich objects from the web content within a user's social graph.

Note

Social APIs
Pretty much everyone and their mother is on Facebook, Twitter, or Linkedin. I mean, even the King is on it, and he's
been dead for years ( http://twitter.com/ElvisPresley ) ]! Social is pretty much a main vein of the Internet today;
we have more access and insight into what people are saying, how they're feeling, and personal information
than we've ever had in history. Even more relevant are the conversations with our friends, family, and random
others we are following and who follow us. Social is pretty much a life source for many folks. Just take a look at the
graphic from eMarketer.com in Figure 11-14 .