In the pursuit to be number one in the PPC arena, Overture launches Local Match, which "enables businesses to increase sales by precisely targeting customers searching on the Internet for local products and services whether your business has a Web site or not."
You no longer need to purchase keywords with a geographic keyword in mind. For example, in the past, if you wanted to target New York, you needed to purchase the keyword "New York Keyword". Now all you need to do is purchase the keyword and specify "geographic area (0.5-to 100-mile radius around your location) in which your ad will be seen." Plus you do not even need to have a Web site to participate, instead the searcher will be directed to a phone book like entry with information on how to contact your physical store front.