Google Now is widely considered one of the most popular features of the Google platform. The mobile assistant for Android devices (and Chrome) offers users quick views of relevant information they need the most.
Starting today Google is rolling out an update that will make Google Now an even more important part of your day by allowing third-party apps to integrate directly with the service. With this new update, apps like Airbnb, eBay, Lyft, and as many as 40 others will directly deliver information to you via your Google Now cards without you having to actually open up the app.
The entire list of the 40 different apps that Google Now currently supports can be found here, but some of the most noteworthy inclusions are Kayak, Pandora, TripAdvisor, Zillow and Ford. In addition to app integration you'll also see more Now cards from emails directed to you from your favorite sites that are utilizing Gmail and Google Now mark-up. This means you'll never miss those emails from sites like CheapTickets, Booking.com or UrbanSpoon.
In order to see these new Google Now cards you'll still need to have the app installed, and for now this third-party app integration will only work on Android. However, Google has said they are working to expand integration with more 3rd party apps and they are likely looking to expand availability beyond Android.
For those interested in more details here is the full list of available apps and you can view a bunch of examples at Google Now's home page.