This week it was announced that Foursquare and Factual are planning to merge. Both use location data to improve advertising and overall business intelligence. But unlike Foursquare, Factual doesn't have a consumer-facing app. So most of us probably haven't heard of them before. But they are some of the data and tech behind many of the companies that we do all know, including Starbucks.

I have long been fascinated by location-based startups -- like Foursquare -- because they are inherently spatial. And how we move about our cities and spaces is rich with information. Companies want this data because, among other things, it is a register of intent. Me going somewhere signals certain things, including where else my kind might want to go.

But location data can also be used for many other things beyond advertising and retail analytics. Foursquare has started sharing aggregated and anonymized foot traffic data with local governments and public health officials in the fight against COVID-19. That data is currently powering http://www.visitdata.org. Foursquare is also publishing a regular insights report.

Here is a chart from them showing casino visits in Clark County since March 1:

In many ways this chart is fairly obvious. In fact, it actually mirrors my own journey into isolation. After the NBA shutdown on Wednesday, March 11, things started to feel pretty real and on Friday I was working from home. But there's a lot more that can be done with location data and there's a lot more that will be done going forward. I am confident that will help not only business, but also society more broadly.

The following video was published last week showing the "secondary locations of anonymized mobile devices that were active at a single Ft. Lauderdale beach during spring break." Said differently, the company used anonymized mobile phone data to see where spring breakers went after they left the beach. This was in order to better understand how they may have contributed to the spread of COVID-19. If you can't see the video below, click here.

The video is astonishing for two reasons. One, it shows you the extreme reach of just one beach in South Florida. Imagine if they had analyzed all of the beaches up and down the coast. And two, a lot of you are probably freaked out that this sort of mobile phone data is available to private companies. If you'd like to learn more about how this all works, check out this opinion piece from the New York Times.

The CEO of Foursquare -- Jeff Glueck -- published an interesting op-ed in the New York Times today, calling on Congress to regulate the location data industry. Currently, there are no formal rules in place.

In case you're not aware, Foursquare is one of the largest independent companies operating in this space. I have written about them many times before on the blog.

Here's an excerpt from Jeff's op-ed explaining why this matters:

But location data can also be abused. Bounty hunters were able to buy the current location of a cellphone for $300, Vice reported, because telecom companies sold the real-time location of phones to shady companies. And apps that track location data may turn around and sell that data, revealing someone’s every movement — whether it is to a retail store, an abortion clinic or a gay bar. Bloomberg Businessweek recently reported on a company with thousands of cameras selling car locations to debt collectors and others; there is no “opt-in” involved, and it’s illegal in all states to cover your license plate.

I am writing about this today because I think it's relevant to city building. Location data is inherently spatial. It is how we exist in cities. So it shouldn't come as a surprise to any of you that this is valuable information -- hence why it is being abused.

Here we have a company advocating for more, not less, regulation. They, of course, want it to be sensible. But I still think it says things about the current location data environment. To learn about the specifics of what Jeff is proposing, click here.