As the user interacts with the map, the system derives their interests or motivations. The more the user interacts with the system, the more information that is available to derive this information. At the beginning of a search session, the system does not know anything about the user's interests. Some default content is presented to the user and the user interacts with it. The system looks for patterns in the content that the user interacts with and finds associated interests. This feature enables the associated search and the map exploration paradigm to be effective.
These derived interests can be leveraged by advertisers in real-time to target users based on their interests at that moment. If a user is planning a trip to the beach with their family, then a hotel could deliver a package deal to entice the user. Most advertisements on the Internet are distracting or annoying. However, we believe this type of advertising paradigm has the potential to add significant value to the user's experience.