You might start seeing more ads when getting directions from Google's popular mapping service. The ads, called "promoted pins," will highlight restaurants and other merchants located along your way. They'll show up inside the directions map as Google routes you to your destination.

Google has displayed text ads alongside its online maps for several years. But the change announced Tuesday marks the first time the Internet company has inserted the equivalent of a digital billboard into the directions map itself. Google is importing the concept to its Maps app from Waze, a smaller traffic-navigation service that the company also runs.

Google Maps boasts more than 1 billion users worldwide, but not everyone will see the new ads right away.

If the targeting works as intended, coffee lovers might see a promoted pin offering a discounted drink from a Starbucks along their route. Google aims to provide "tasteful commercial experiences," said Jerry Dischler, a Google product manager who oversees the company's search-driven advertising.

-- Associated Press