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Google says it aims Gmail at the technological elite, knowing that the information overload problems they have today will be the problems mainstream users have tomorrow. But apparently the company isn’t above appealing to those who are willing to judge a book by its cover as well as its content.

On Wednesday, Google launched themes for Gmail, a feature that lets people customize the appearance of the Webmail application with a variety of new looks. Google is gradually rolling out the new feature to Gmail members “over the next couple of days,” said Gmail team member Annie Chen.

It’s something of a departure for a site that prides itself on its utilitarian nature–even the addition of graphical smileys to Gmail can be justified as improving a message’s emotional nuance. But given Google’s move toward the mainstream, it’s smart. People like to personalize their frequently-used computing tools.

Perhaps more interesting from a brand perspective, Google is even willing to give up the Gmail logo in some of the skins. That suits me fine–I find the logo an eye-trippingly ugly hodgepodge of the Google G, a graphical envelope for the “m”, and three sans-serif letters for “ail.”

Now showing: Gmail themes.

(Credit: Google)

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More cosmetic delights for Gmail: themes

Real estate search site Trulia announced Wednesday that it has inked a deal with 1020 Placecast, an advertising company that uses location-based information to target audiences, that will see the site’s advertising become location-specific.

Once a user inputs a location they want to learn more about on Trulia, Placecast will access that data and apply it as a key component along with common demographic data points like psychographic information to provide more targeted ads.

“Once we know the place a user is interested in, we can derive a lot of useful insights about what kind of consumer they are, and then serve them a very targeted ad,” Alistair Goodman, CEO of Placecast said in a statement.

In order to deliver that ad, Placecast works with publishers in categories such as travel, events, real estate, and weather to offer advertisements that not only try to appeal to visitors, but make their location a key factor in targeting them.

The partnership with Placecast is extremely important for Trulia. The company is naturally affected by the downturn in the real estate market and it relies on home ownership for success. Realizing that, Trulia executives needed to act and increase revenue as quickly as possible during these suspect times and they evidently believe Placecast is their best bet.

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Trulia partners with 1020 Placecast for targeted ads

Citysearch is still ahead, butupstart rival Yelp is catching up. Good thing Citysearch has brought in some much-needed new social features.

(Credit: Compete.com)

Citysearch, the online business directory owned by Barry Diller’s IAC/InterActiveCorp, has gotten a full makeover. It’s available now at beta.citysearch.com–there’s a more streamlined and Ajax-y interface, but a few important features have been tweaked as well. According to company representatives, this is about a year and a half in the making.

First of all, instead of focusing on a select number of metro areas, Citysearch has expanded to a whopping 75,000 towns and neighborhoods, meaning that you can narrow down your focus to New York’s East Village or Los Angeles’ Culver City. Additionally, there’s Facebook Connect integration, meaning that you can see what your Facebook friends have recommended or reviewed on Citysearch. Also on the social side of things, reviewing businesses on Citysearch is easier and more up-front. Previously, there had been more attention on editorial reviews as opposed to user reviews.

And Facebook approves, apparently. “At Facebook, we’ve found that remarkable things happen when you get trust, user control and identity right–people share more information, and become more open and connected,” Facebook communications czar Elliot Schrage said in a joint release. “Citysearch’s innovative new site shows how Facebook Connect can help information flow faster through a site while creating a filter for users to engage with localized content through the lens of their friends, family and colleagues.”

That’s a big deal for Citysearch: fast-growing start-up Yelp has started to gain some market share in the “user-generated reviews” department. According to traffic firm Compete.com, Yelp is still smaller but catching up. (Citysearch, for that matter, syndicates some of its content to big portals like AOL.)

Finally, Citysearch has launched a mobile site compatible with a number of different browsers and handsets–yes, including Apple’s iPhone.

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Citysearch pulls a total overhaul

It was probably inevitable given what Google did with Gears, but Yahoo said Tuesday it’s releasing BrowserPlus software as open-source software.

BrowserPlus and Gears are aimed at improving browsers’ native abilities so Web applications can better match those running natively on a computer’s operating system, and Gears already is open-source software. Yahoo announced its intent to make BrowserPlus open-source software on its Yahoo Developers Blog on Tuesday.

“Openness is a key initiative and a major theme for Yahoo this year and beyond, and open-sourcing BrowserPlus is part of that commitment,” said team member Lloyd Hilaiel. “This will allow developers to rapidly extend the platform in a distributed fashion. Our hope is that community contributions and review will ensure BrowserPlus stays a secure, robust platform running on all popular operating systems and browsers. I’d like to see BrowserPlus become a valuable piece of Internet infrastructure.”

Hilaiel also pointed to a number of feature ideas people have suggested.

“Folks on the forums are talking about peer-to-peer support. People are suggesting screen capture technology for better bug reporting. Webcam integration! Easy import of calendaring data! Drag-and-drop of Word documents! BitTorrent! There’s no shortage of ideas. Mainly I’m excited to see what the community creates in the coming weeks and months,” he said.

He also drew some distinctions between BrowserPlus and Gears. “Gears is attempting to accelerate the evolution of the Web by enabling features with wide appeal that can be implemented everywhere. BrowserPlus is more interested in fixing the Web plug-in environment, making rapid experimentation possible,” he said.

BrowserPlus is a framework with a variety of plug-ins; a new version released earlier in November debuted a plug-in computer’s motion sensors, for example. The plug-in architecture is designed to let Web site designers add new abilities to Web pages without requiring people to restart their browsers. With the new version, anyone may use BrowserPlus framework, which previously had been confined to some Yahoo Web sites.

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Yahoo to make BrowserPlus open-source

Travel planning service Yapta has a cool new feature for registered users that lets you track price drops or award seats based on your frequent flier mileage. It’ll keep an eye out for deals that match how many miles you have saved up, and give you an alert when they’re up for grabs. When used properly this system could net you free or heavily discounted tickets alongside letting you know about potential price drops.

In addition to tracking single seats, you can have it track deals on several seats on the same flight. This works for any number of seats, and can get you deals you might not see with single seat searches.

On any flight you can now track price drops and free seats by your frequent flier account balance.

(Credit: Yapta Inc.)

Currently the program supports frequent flier programs from five different airlines, including Alaska, Continental, Delta, US Airways, and United. Notably missing are Southwest and JetBlue’s rewards programs, however the two may be added later down the line.

Also worth mentioning is that Yapta does not currently give you the heads up on any service or redemption fees that can be incurred when using frequent flier miles towards a discounted flight.

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Yapta now tracks discounts by frequent-flier miles