Waze introduces sponsored commercial markers in Portugal

Waze has introduced a new feature in Portugal that integrates sponsored commercial markers directly into its navigation interface. These advertisements appear on the map while users are calculating or following an itinerary, highlighting businesses located near the driver's current route.

When a user interacts with a sponsored logo, the app provides practical information such as operating hours. The system utilizes Google’s existing advertising resources and campaign data to convert active ads into in-app markers. The platform analyzes vehicle trajectories in real time to determine when to display an ad based on proximity and context.

Google has stated that the design is intended to be discreet to ensure drivers do not need to take their eyes off the road. The feature aims to increase visibility for paying partners by suggesting convenient stops that may not have been part of the user's original plans.