Placemarked based navigation and ad auction based on placemarks

A device for providing turn-by-turn directions to a client device over a network, the device comprising:

• a processor;
• and
• memory coupled to the processor, the memory including a first part for storing the instructions and a second part for storing turn-by-turn directions;
• and
• the processor being configured to:
• receive a request for turn-by-turn directions from an origin to a destination;
• identify a route between the origin and the destination, the route being comprised of a plurality of route segments;
• determining a position of the client device along the route;
• identify a particular route segment of the plurality of route segments;
• receive a plurality of bids and a plurality of temporal requirements associated with the plurality of bids, wherein each of the plurality of bids is for a respective placemark having a geographic location;
• identify, based on the geographic location for each placemark, one or more placemarks that are associated with the particular route segment;
• select a placemark from the identified one or more placemarks based on the one or more respective bids, the position of the client device along the route, and the associated temporal requirements;
• generate a turn-by-turn direction for the particular route segment, the generated turn-by-turn direction incorporating the business name of the selected placemark;
• and
• transmit the turn-by-turn direction to a client device.

A machine-readable medium comprising instructions stored therein, which when executed by a system, cause the system to perform operations comprising:

• receiving, by a server, a request for turn-by-turn directions, the request including an origin and a destination;
• identifying a route between the origin and the destination, wherein the route is comprised of a plurality of route segments;
• determining a position of the client device along the route;
• identifying a particular route segment of the plurality of route segments;
• receiving a plurality of bids and a plurality of temporal requirements associated with the plurality of bids, wherein each of the plurality of bids is for a respective placemark having a geographic location;
• identifying, based on the geographic location for each placemark, one or more placemarks that are associated with the particular route segment;
• selecting a placemark from the identified one or more placemarks based on the one or more respective bids, the position of the client device along the route, and the associated temporal requirements;
• generating a turn-by-turn direction for the particular route segment, the generated turn-by-turn direction incorporating associated with the selected placemark;
• and
• transmitting the turn-by-turn direction to a client device.