Following the recent announcement by Apple of its IOS 8 Health app and corresponding Healthkit platform, Google unveiled its Google Fit health data platform. The Google Fit platform will aggregate health data – like heart rate, steps taken, and blood sugar level – from wearable devices and apps through open APIs.

Forbes reports that the service represents a “major advertising opportunity” for Google. Before that can happen Google Fit will first need to obtain FDA and FTC approval in addition to weighing whether or not consumers are comfortable sharing their health related data with possible advertisers.