"Location is going everywhere," or at least it was last week at the third annual O'Reilly Media Where 2.0 Conference in San Jose. This gathering of location-based services and application developers included the mapping big boys, like Tele Atlas; base map and service providers Google, Microsoft, and Yahoo; and networking and service sites Platial and Swivel.

Location-based services (LBSs) are picking up steam as devices become smarter and more integrated into our digital lifestyles. Car rental companies now offer GPS assistance in their vehicles; mobile manufacturers integrate GPS into cell phones; and companies like Garmin now offer GPS tracking in a variety of automotive and lifestyle devices. This proliferation of GPS devices will take advantage of the terabytes of data generated by social networking services to offer relevant content and information at the ultimate crossroads of context - your location.

What does this mean for advertisers? It's hard to say at this early stage. But after the two-day event, it's clear people want services to address common location- and direction-based needs. From that, the ad opportunities are sure to follow.

Get the full story at ClickZ