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MapQuest finds place for Google

The America Online unit is integrating Google's ad links into its online mapping and directions service, echoing moves that have paid off for other Web companies.

Street-finder MapQuest is looking for a revenue boost by integrating Google's commercial search links into its online mapping results.

The America Online subsidiary said Monday that when people enter an address into its mapping and directions tool, Google will provide links on results pages to complementary services such as restaurants, hotels and events. These links are part of Google's AdWords program, where advertisers pay the search giant a per-click fee for preferred placement in its commercial search results.

Commercial search has become a major revenue driver on the Web for providers such as Overture Services and Google and for distributors such as AOL, Yahoo and Microsoft's MSN. Deals between providers and distributors have offered a cash windfall for both sides, since revenue derived per click is shared by both parties.

Last quarter, Yahoo said that 19 percent of its revenue came from a partnership with Overture. Meanwhile, analysts attribute last quarter's profitability for Internet search site and technology provider Ask Jeeves to the company's agreement to host AdWords links.

The MapQuest agreement is an extension of a deal between AOL and Google that began in May 2002. That pact was significant for the Mountain View, Calif.-based search specialist because of AOL's online reach and because the deal replaced paid-search rival Overture.

Google's search can now be found on AOL's Web page and proprietary service. Its third AdWords partner is Internet service provider EarthLink.