"In Maps, ads will now appear in recommended search queries, on routing pages and during navigation " Ugh, this is sad and clever at same time - during navigation screen is on all the time and one usually glances at route from time to time even if it is just "straight ahead" for couple of kilometers. Moreover ad will be potentially visible to all passengers as well.
on a serious note - the Telsa in-car mapping app uses google map tiles, and they are choosng what businesses show up with icons when you look at the map.