Good bye, Google Maps… thanks for all the fish

Good bye, Google Maps… thanks for all the fish
TL;DR: We at StreetEasy decided to build our own maps using, among other tools, OpenStreetMap, TileMill, MapBox and Leaflet, instead of paying hundreds of thousands of dollars per year to Google. And yes, the money pushed us into doing it, but we’re happier with the result because we now control the contents of our maps. (and now there is a follow up post too )We were all happy…

Our site, StreetEasy (, has been using Google Maps embedded in our pages for the last 6 years. We’re a real estate portal, so most of our pages have maps in them. So when Google announced they new usage limits (see–thousands-sites-apps-hit-fees.html) , we were a little worried.

25,000 free map views per day, and $4 per CPM (1,000 views) beyond that. On Christmas day, when everybody was opening their presents, we did ten times that. On a good day, we do 600K-700K pageviews (

We did the math and came up with numbers that reminded me of Oracle licensing in 1999. Six, seven, eight hundred thousand dollars. We met with Google salespeople, expecting to negotiate better terms, and they were nice, and they offered us discounts, but only to about half of what we’ve calculated.

In our opinion, their price was off by an order of magnitude. It’s very, very hard to work out a $2 CPM cost in any site’s business model, when most of the time, if you’re lucky, you’re making $1 CPM off your pages. And yes, StreetEasy does much better than that, and it would not have bankrupted us, but it would have also meant giving away a significant chunk of our profits.

It was not just the money!
$200,000 to $300,000 a year is, at the very least, the same as hiring a very good engineer for a year (and paying all the taxes and benefits and costs and still having a lot of money left). It was enough money to finally push us into doing our own maps.

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