Why is eBay buying Where.com? It's all about trying to link mobile ads directly to payments. Where will fall under PayPal. The geo-location service and mobile advertising company already has millions of active users across many mobile platforms (it is stronger on Android than on the iPhone). Where serves up both recommendations for nearby places to places to eat, drink, play, or shop and geo-targeted ads. Its WhereAds run across more than 350 mobile apps and publishers, and reach 50 million people with 3 billion impressions a month. A few months ago, I had a pretty in-depth conversation with Where CEO Walter Doyle. He hinted at the direction he wanted to take Where. "The promise of mobile is on our doorstep," he told me. The ultimate goal is to close the loop "from intent to purchase," he said. "Whether you are searching, or you get deals or relevant display ads that drives you to a product or opportunity." To do that, Where needs to offer local merchants "reach, relevancy, and redemption." It's got reach with its WhereAds, and is working on relevancy with its mobile recommendations. And now it can solve the redemptions challenge with PayPal. "Advertising of the future is really participating in the commercial event," Doyle told me. "We make money when you make money. We want to participate in that on mobile because that is where commerce will occur." 
Marisa Tomei Shannyn Sossamon Rachael Leigh Cook Elisha Cuthbert Ciara
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