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Google Maps. Photo: Jaap Arriens/NurPhoto via Getty Images

Google has begun building out the next phase of its advertising business around its ability to track users' locations in real time. 

Driving the news: The company has begun publicly talking about its next big moneymaker: Maps.

What they're saying: “We want to be able to highlight things that are around you and surface them nearby to you in a way that’s not disrupting your experience," Google told Ad Age last week.

Between the lines: Google's also beefing up the ads that it will serve via its real-time directions app Waze, which said last month it is teaming with ad giant WPP (via its ad-buying arm GroupM) to help it develop new ad formats.

  • In a pitch deck revealed to Digiday last month, the company said it would sell ads that try to convince drivers to alter their routes by using things like "branded pins" that would guide drivers to nearby stores or restaurants.

Yes, but: "Scale and location is not just about real time, it's about receptivity," says Andrew Essex, CEO of Plan A and author of "The End of Advertising."

  • For this reason, the out-of-home (billboard) industry has been able to champion real-time, location-based advertising as it moves into mobile ad-serving partnerships. These companies have for years used real-time location data to serve users with ads that mimic the ones they see on billboards or subway posters.

Go deeper: What else Google knows about you

Go deeper

Updated 3 hours ago - Politics & Policy

Shooting at Michigan high school leaves 3 dead, 8 wounded

Police cars restrict access to Oxford High School following the shooting in Oxford, Michigan, on Tuesday. Photo: Matthew Hatcher/Getty Images)

A 15-year-old sophomore was arrested after a shooting at a Michigan high school that left three people dead and eight others wounded Wednesday, according to the Oakland County Sheriff's Office.

The latest: Oakland County Sheriff Michael Bouchard said at a briefing Tuesday night that the suspect's father had on Friday bought the 9mm Sig Sauer pistol investigators believe was used in the shooting at Oxford High School. Authorities released the names of the victims late Tuesday.

City Council member Andre Dickens wins Atlanta mayoral race

Atlanta Mayor-elect Andre Dickens in Atlanta, Georgia, late Tuesday. Photo: Paras Griffin/Getty Images

City Council member Andre Dickens won a runoff election Tuesday to become Atlanta's next mayor, soundly beating the council's president Felicia Moore.

The big picture: Dickens was just a few months ago considered to have an outside chance of replacing Mayor Keisha Lance Bottoms, who announced in May that she wouldn't seek a second term.

UN report: Pandemic set to cost global tourism $2 trillion in 2021

A tourist in front of the Eiffel Tower in Paris on Nov. 25. Photo:Chesnot/Getty Images

A new United Nations report warns that global tourism will see only modest revenue gains in 2021 after last year's historic losses amid the COVID-19 pandemic.

Why it matters: Tourism revenues in 2020 fell by more than half from the previous year — a significant blow to the global economy, according to analysis by the UN World Tourism Organization (UNWTO).