Google Maps tests ‘quick detour’ pop-up ads during navigation

Google Maps is a widely used tool for getting around, but one user spotted what was thought to be a new ad format where ads pop up during navigation to recommend a “quick detour” – thankfully that’s not the case.

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Update 7/8: Google has confirmed to 9to5Google that it is not bringing pop-up ads to Maps.

Rather, this UI is actually “Promoted Pins,” which have existed for some time. Google says that this UI does not pop up on its own – despite the user claiming they did not tap the screen, we were able to replicate the exact same UI by tapping on a location on the map, so it seems the screen was either touched by accident or a glitch was at play – and that it disappears automatically after a few seconds.

A Google spokesperson explains:

Promoted pins in navigation are not new – they let people see relevant ads for businesses like gas stations, restaurants, and stores along their route. To avoid driver distraction, these ads do not pop up, expand only if they’re tapped on, and disappear quickly after a short time.

In response to Google’s Ads Liasion, Higman reiterated that he did not touch the screen, but clarified that the “pop-up” disappeared after a few seconds.

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First spotted by Anthony Higman on Twitter/X (via SERoundtable), Google Maps seems to be testing out a pop-up during navigation that directs users to add a stop at a nearby sponsored location. The pop-up appeared while driving somewhere near Atlantic City based on the screenshot. It was advertising a convenience store chain, “Royal Farms,” that strings from New Jersy to Virginia.

The ad format apparently showed up as the driver passed by the location and prompted them to add a stop on their route. It’s clearly marked as being “sponsored,” and it does not appear that the “add stop” counts down or automatically kicks in. A cancel button is equally prominent.

Google’s Waze app has used similar ads during navigation for a while, but this is the first time we’ve seen the idea implemented in Google Maps. Notably, this report comes from someone using Google Maps on iPhone. It’s unclear if this is also happening on Android.

That said, it seems this is being tested in a very limited capacity so far. Google has not yet offered any insight on this test.

Have you seen this pop-up ad on Google Maps? Let us know in the comments below.

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