Google Maps is available on Android, iOS, desktops and is easily one of the tech giant’s most popular pieces of software.
Originally launched in 2005, the service has expanded in its feature set and for the most part has remained free of advertisements.
One of the most notable exceptions to this comes from some of the sponsored locations and offers that appear across the software.
However, a new report from Bloomberg has insisted Google is doubling down on “increasing the ways advertisers can reach Maps users”.
The outlet discussed an interview between Morgan Stanley analyst Brian Nowak and Philipp Schindler, chief business officer and senior vice president (SVP) at Google, where the former commented on the “under-monetised” nature of Maps.
He said: “Sometimes I say the most under-monetised asset that I cover is Google Maps.
“It’s almost like a utility where it’s kind of waiting for you to flip the switch on.”
In response, Schindler discussed what he believes are four areas of opportunity for increased advertisement in Maps; utility, nearby search requests, personalised recommendations and business listings.
The Google SVP stated the firm was operating with more “caution” to not disrupt the utility aspect of Maps.
This suggests the American tech giant does not want to radically change the base-level functionality of the software as is.
However, Schindler declared the others will be a “really interesting playground going forward”, suggesting more adverts could be coming in these areas.
The Google SVP remarked: “If you think about Maps monetisation from those four different angles – a little bit more caution obviously on the first one, not disrupting the utility aspect and all the other three – I think it’s a really, really interesting playground going forward.”
In its report discussing the claimed changes, Bloomberg hinted such a move could be made from Google in order to complement the incredible profits the firm makes through its Search arm.
It was noted while Search already has myriad ads, “Maps feels like new territory primed for Google’s ad systems”.
Unfortunately, it was not detailed how or when Google plans to implement new adverts in Maps.
However, if and when the firm does, such a move will surely not be appreciated by a deluge of people that make use of the software.