One finger on the raging
pulse of gasoline

MapQuest is introducing in-map advertising on its site. The first batch aimed at helping people find cheap gas, reports ClickZ.

The ad system uses the Lat49 API to overlay ads on MapQuest's online maps. Ads are delivered via geo-targeting in text format.

The Gas Prices site serves as a test bed to gauge interest and usability. If successful, MapQuest will avail in-map advertising for other services, particularly local businesses.

Information on gas prices is pulled throughout the day from the Oil Pricing Information Service. Over 100,000 stations are listed from across the country.