Most mashups cash in with Google's advertising engine on their sites, splitting the take with Google.
Small-scale mashups, written by teams of one or two, may be the biggest bet of all.
To many in the business, mashups are still a Hula Hoop, a game for kids.
Already, it boasts mashups from Microsoft's Virtual Earth map service on Marriot's Web site.
Mashups started circulating through Twitter and Tumblr almost as soon as the photos went up.
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Her father, Indiana University computer science professor Geoffrey Fox, has written sophisticated mashups for NASA, among others.
"People doing mashups today will go into business, and they will do real things with them, " she predicts.
Mashups are also moving fast into the corporate world thanks to alliances between the likes of Google and Salesforce.com.
Yahoo is releasing its own code for mashups and building a developer community.
And like his colleagues (albeit more vocally), Benioff sees Microsoft as a computer industry chokepoint that will be eliminated by Internet-based mashups.
Big outfits including Dell, British Airways (nyse: BAB - news - people ) and NASA have built mashups, too.
Microsoft is making mashups a key feature of its Windows Live services.
Big outfits including Dell, British Airways and NASA have built mashups, too.
Now Google wants the same for phone mashups and mobile search advertising.
She said the Nets even abandoned their former hard rock-filled playlist for more rap mashups when the team moved before this season.
Mark Lucovsky, a legendary Microsoft engineer now at Google, recently released a Google search box optimized for mashups on a user's own Web site.
As part of the same announcement, the Copyright Office also gave its blessing to video editors who use excerpts of copyrighted movies in online mashups.
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The tournament included two audio rounds, as well as several flash rounds of movie-title mashups, during which Mr. Kesner offered descriptions of two movies whose titles combine.
Such Web candies are three among thousands of examples of "mashups, " which blend software from multiple sources and recombine them on the fly to create novel entertainments and services.
There is no saying how many have built big mashups from the downloads, leveraging the 100 million people that have used Google Earth, the map service from Google itself.
Mashups are also moving fast into the corporate world thanks to alliances between the likes of Google and Salesforce.com (nyse: CRM - news - people ).
While popular culture has been the most visible site of both piracy and innovative mashups, it turns out that the same process has been occurring in the educational community.
And like his colleagues (albeit more vocally), Benioff sees Microsoft (nasdaq: MSFT - news - people ) as a computer industry chokepoint that will be eliminated by Internet-based mashups.
Programmable Web, a site that tracks mashups, figures that about half of the mashups it sees are based on Google's map business and about half of all mashups fund themselves using the Google ad machine.
Answers and ran add-ons at Mozilla, and Paul Rademacher, who came into Google after doing the first mashups with Google Maps, and was something of an evangelist for the external developers working with Google products.
Those who feel brave enough to showcase their personal mashups to a wider audience will benefit from the integrated social share buttons to instantly and directly post the results of their work on Facebook or YouTube.
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For the customer, dynamic and contextually relevant data mashups which take into account their history, interests, products, past issues, social media interactions and more, show that your company is the most responsive and aligned to their needs.
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