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Photo: Jaap Arriens / NurPhoto via Getty Images

Placed, the Seattle-based measurement company acquired by Snap last year, rolled out a free service Thursday that will provide metrics around store visits for 2,000 businesses.

Why it matters: Foot traffic is a crucial metric for marketers looking to measure how advertising directly impacts sales, but access to this type of technology can be expensive. Providing it for free mirrors Snap's commitment to working with advertisers that are actively looking to sell things, not just enhance their brands.

David Shim, the CEO and founder of Placed, says he’s open-sourcing the tool with the goal of bringing some much-needed transparency and accountability to the space:

“We see this as similar to Zillow launching Zestimate, where data changed the way we look at our homes. Placed Insights is set to do something similar by giving everyone access to location analytics, enabling them to make store visits an actionable metric.”

Here's an example of how that data can be helpful: According to Shim, 25% of Whole Foods customers travel over 13 miles to the nearest store, suggesting Amazon’s two-hour delivery offering could be a good bet.

The backstory: Snapchat acquired Placed last June, but has allowed the company to operate independently. Their financial backing from Snap's deep pockets likely helps make the open-sourcing possible.

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Illustration: Eniola Odetunde/Axios

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  2. Politics: Biden unveils "wartime" COVID strategyBiden's COVID-19 bubble.
  3. Vaccine: Florida requiring proof of residency to get vaccine — CDC extends interval between vaccine doses for exceptional cases.
  4. World: Hong Kong to put tens of thousands on lockdown as cases surge.
  5. Sports: 2021 Tokyo Olympics hang in the balance.
  6. 🎧 Podcast: Carbon Health's CEO on unsticking the vaccine bottleneck.

Trump impeachment trial to start week of Feb. 8, Schumer says

Senate Majority Leader Chuck Schumer. Photo: The Washington Post via Getty

The Senate will begin former President Trump's impeachment trial the week of Feb. 8, Majority Leader Chuck Schumer announced Friday on the Senate floor.

The state of play: Schumer announced the schedule after reaching an agreement with Republicans. The House will transmit the article of impeachment against the former president late Monday.

8 hours ago - Health

CDC extends interval between COVID vaccine doses for exceptional cases

Photo: Joseph Prezioso/AFP via Getty

Patients can space out the two doses of the coronavirus vaccine by up to six weeks if it’s "not feasible" to follow the shorter recommended window, according to updated guidance from the Centers for Disease and Control and Prevention.

Driving the news: With the prospect of vaccine shortages and a low likelihood that supply will expand before April, the latest changes could provide a path to vaccinate more Americans — a top priority for President Biden.