They gained Cloud Anchors to make virtual layers on top of the real world.
Using Cloud Anchors, your app allows users to add virtual objects, messages, feedbacks, etc. to an AR scene.
Anchors are hosted in the cloud, so multiple people can use them to share the real world.
Permanent links to the cloud connect real-world locations with digital Augmented Reality content that anyone can access from compatible mobile devices. This AR experience can be shared by several people at once and returned to it again and again, even after weeks or months.