I’ve written about the next wave of Social, Location, Mobile (SoLoMo) apps that came out of SXSWi12 before. They are ambient and uninitiated, unlike a Foursquare or a Facebook places, which require a user action to check in. Whilst Highlight, Glancee (who Facebook have just bought to help evolve their mobile offering) and Sonar all fit strongly in this category, nothing is quite as pervasive as PlaceMe – the first app that really brings the auto check to life. Instead of declaring yourself somewhere, PlaceMe is always on, recording and publishing where you are, wherever you go. Too much? Let the founder talk you through app and how it functions. It’s not worth sticking through the whole 30mins, but the demo is worth a watch. Whilst this is intrusion on an unprecedented level, the richness of personal data it gathers could inform targeting and personalisation in a much more meaningful way. For example, it could give you advance traffic warnings knowing that you take the same route back from work every week.