Mapplets can be used show content, such as a description of a building or landmark, and a specific photo and display those in a pop-up window when a push-pin graphic is passed over on Maps. Around those customized locations on the map, other paid-for points could be marked. Eland showed an example of a hotel advertisement that had its own icon rather than a push-pin.
When the icon is passed over, information appears in the pop-up window. If the link is followed by a user on the Mapplet, "you receive a share of the revenue," giving Web site developers another way to make money for their sites, said Andrew Eland, a Google software developer based in Zurich.
Google Maps based "mashups" have become increasingly popular and Google keeps finding ways to monetize their various search services through their advertising strategy. A release date was not revealed, however Bo Majewski, a Google software engineer said it was coming "very shortly".