Google has launched a new mobile app named Latitude that works with Google Maps and allows users to track the approximate locations of friends.
Google is well aware of privacy concerns, so they have made it an opt-in app. There are also some other security features such as the ability to customize the level of detail each friend is able to see on your exact location.
I read an article on MediaPost that discusses how this could impact mobile advertising even though this is not mentioned at all in Google's press release. The technology used could easy play into location-based mobile advertising, which is incredibly desirable for advertisers.
It is currently only available on Blackberry, S60 and Windows Mobile, with Android and iPhone coming soon. It can also be used on your computer.
