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

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Updated 28 mins ago - Politics & Policy

Where key GOP senators stand on replacing Ruth Bader Ginsburg

Senate Majority Leader Mitch McConnell talks to reporters on Capitol Hill last Thursday. Photo: Chip Somodevilla/Getty Images

With President Trump planning to nominate his third Supreme Court justice nominee this week, key Republican senators are indicating their stance on replacing the late Justice Ruth Bader Ginsburg with less than 50 days until Election Day.

The state of play: Senate Majority Leader Mitch McConnell (Ky.) has vowed that "Trump’s nominee will receive a vote on the floor of the United States Senate." Two GOP senators — Sen. Lisa Murkowski (R-Alaska) and Sen. Susan Collins (R-Maine) — have said they oppose holding a vote before the election, meaning that two more defections would force McConnell to delay until at least the lame-duck session of Congress.

Updated 2 hours ago - Politics & Policy

Coronavirus dashboard

Illustration: Sarah Grillo/Axios

  1. Global: Total confirmed cases as of 4 p.m. ET: 30,873,714 — Total deaths: 958,383— Total recoveries: 21,103,559Map.
  2. U.S.: Total confirmed cases as of 4 p.m. ET: 6,788,343 — Total deaths: 199,421 — Total recoveries: 2,577,446 — Total tests: 94,211,463Map.
  3. Politics: Testing czar on Trump's CDC contradictions: "Everybody is right" Ex-FDA chief: Career scientists won't be "easily cowed" by political vaccine pressure
  4. Education: What we overlooked in the switch to remote learning
  5. Health: The dwindling chances of eliminating COVID-19.
  6. World: England sets £10,000 fine for breaking self-isolation rules — The countries painting their pandemic recoveries green.

Biden to Senate GOP after RBG passing: "Please follow your conscience"

Joe Biden made a direct appeal to Senate Republicans in a speech addressing the passing of Supreme Court Justice Ruth Bader Ginsburg, urging them to "cool the flames that have been engulfing our country" by waiting to confirm her replacement until after the election.

The state of play: Senate Majority Leader Mitch McConnell said soon after the news of Ginsburg's death that President Trump's nominee would get a vote on the Senate floor.