| Good morning, Marketer.
Mobile location data traditionally hasnât had the best rap with users â but that narrative could be changing. Not too long ago, data collection and processing amounted to âtech-company surveillance.â But under the current crisis, location data providers are bringing new value and awareness to services that benefit the public as a whole. Apple, for example, has released a new Mobility Trends tool that shows the impact of shelter-in-place rules on user movements in multiple countries and selected cities. The tool allows users to see how the virus and corresponding lockdowns have impacted walking, driving and transit compared with a baseline measurement in January. Another tool, Googleâs Mobility Reports, was released a few weeks ago â and could serve to benefit marketers. The reports cover 131 countries to examine visitation and movement patterns in high-level categories like retail, grocery, transit, and workplace. Google says this âaggregated, anonymized data could be helpful [to public health officials] as they make critical decisions to combat COVID-19.â (Google and Apple have also partnered on COVID-19 contact tracing using location data.) And in just the past two weeks, four companies in the location data space have combined: Foursquare and Factual and PlaceIQ and Freckle IoT. The economy and the need for a more competitive scale will likely compel other acquisitions and mergers in the coming months as location intelligence companies position themselves for the reopening of the real world. Thereâs more below, including Instagramâs new CTA option to help support small businesses, and Facebookâs new Apple Watch app. Taylor Peterson,
Deputy Editor | 