Google Now is about to get even more powerful with third-party app data

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Admit it: Google Now is the virtual buddy you’ll never be able to live without. It manages to always delivers relevant news, alerts, and other essential information throughout the day without prompting it, and with its latest update it’s about to get even more powerful.

The Wall Street Journal reports that Google is rolling out an update today that will allow third-party apps to integrate directly with Google Now. Apps like Airbnb, eBay, Lyft, and numerous others will directly deliver information without you having to actually open up the app. For instance, if you were previously searching for a charming bungalow on Airbnb, Google Now might later produce a card about that cute little place to remind you to book that weekend getaway you’ve been on the fence about.

Google told the Journal that the update will introduce over 40 new cards. None of the data routed through Google Now will be shared with third-parties, either, though some of the cards will obviously be triggered by location. The integration is totally optional, too, and you’ll be able to disable it from Google Now’s settings once the update is available on your device.

Google Now can pull lots of data from other apps through the email notifications they send you, but this direct app integration is new.

Why this matters: Google Now is arguably one of the better reasons to use Google's services, and the more powerful it gets, the harder it is to live without. Google’s idea behind all of this is that you should get the information you need when you need it, without even having to ask.

There will still be privacy concerns related to this latest announcement, even though Google swears the information won’t be shared with third-parties. That’s the paradox of being a Google Now user: you have to hand Google a lot of information in order to really benefit from it. 

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