Waze Chief Executive Noam Bardin is friends with Josh Williams, the former chief of location-based social network Gowalla acquired by Facebook who now leads Facebook's local-services efforts.

WSJ: Facebook in Talks to Buy Driving App Waze

Noam Bardin, head of Waze, which provided some data for Apple's map app, is poised to benefit from Mr. Cook's apology and Apple's push to download other mapping programs.

WSJ: Google Pounces on Apple Map Apology

Waze CEO Noam Bardin says that while his team was thinking bottom-up, figuring out how to sell ads against its traffic content, Meeker was thinking top-down, advising him to imagine how Waze can steal dollars from the multibillion-dollar billboard and radio markets.

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