A map application generates a map context that includes information such as the current location and route of a user of a device, and a recent search history. The map context is provided to one or more background applications of the device, which use the map context to determine any content items that may be relevant to the user of the device. The determined content items are provided to the map application, and are presented to the user in the map application. In another implementation, applications running on the device save metadata related to the content items that were provided to the user by the applications. Later, when a user opens the map application, the map application selects content items based on the saved metadata and a map context, and presents the selected content items to the user in the map application.
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