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March 27, 2008
Startup brings local search to Facebook

What does the future hold for two former AOL directors? For Laurence Hooper and Dan Goodman, the answer could be Loladex, a local search application for Facebook.

The two men took some of their AOL earnings and founded Loladex, which launched Wednesday.

According to a Washington Business Journal story, Loladex combines local search with the recommendation and rating possibilities inherent in social networks.

So far, Loladex has about 16 million listings. The application is able to return localized results based on recommendations and ratings made by Facebook friends.

"Loladex mimics the way people think about things in the off-line world," Goodman said.

While Facebook continues to poach former Google executives in its attempt to figure out how best to monetize the social network for itself, a slew of outside developers have taken advantage of the site's open application platform. Most recently, Market Lodge brought affiliate marketing to Facebook with an application not all that different from Beacon, the in-house advertising program that sparked a widespread user revolt late last year.

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