Mapping and navigation firm Telmap added further to its armoury this week through a partnership with mobile advertising sales agency 4th Screen Advertising, paving the way for Telmap to offer location-based ads.

The deal will enable real time geo targeting for brands and will create new revenue streams for mobile operators, the companies said.

Earlier this week Telmap partnered with location-based mobile social network Gypsii to develop richer, location-enabled services, adding the ability to contribute location-aware content, share locations, read and post recommendations, videos, pictures, find friends, events, and places, and geo-blog.

It might be that the deal between Telmap and 4th Screen also benefits Gypsii, after all, Shane Lennon, senior vice president of marketing & product management at Gypsii, said that mobile advertising is the end game for social networking.

“Our ultimate model, our long term goal is advertising revenues. E-commerce is now mobile commerce and you have premium content services. We will see lots of talk around advertising. We’re working with navigation players who want in on the ad revenue model and want to enhance their capabilities so people can make more transactions,” Lennon said.

“People also want to connect with people beyond who they know to where they are, who they want to see, what they want to do. It’s more interactive and driven towards application needs that are beyond pull/push such as ‘I want a single piece of information’ or ‘give me a coupon’. This isn’t the kind of research you’re going to do on Google,” he said.