Tech Town, NC

Greensboro, NC company Gilbarco is teaming up with Google to offer directions via Google Maps displays installed directly into gas pumps. No, this doesn’t mean cheaper, ad-supported gas, but it does mean that the search giant will be more ubiquitous than ever, especially in light of the GPhone platform announcement a few days ago.

Jokes about stubborn male drivers aside, the most interesting part of this announcement is that the businesses marked on the map will be selected by the owner of each gas station. I see the value in this local knowledge and local control over this ad space, but I am also a bit skeptical that ExxonMobil won’t force all their franchisees into some mega deal with all the Targets, Wal-Marts, and Food Lions in the area. It’s nice to talk about “local expertise,” but it’s hard to actually capitalize on it.