Google Maps, one of the most popular apps on all Android and iPhone devices, has succumbed to the pressures of the marketplace.
Google has for years allowed the ubiquitous program to be used almost completely free of ads. The internet search leader announced on Thursday that search results on the app would now include "relevant ads."
The ads will appear at the bottom of the screen and will allow users to click for more information, directions or to phone the advertiser.
The introduction of the new advertising service marks an important development for the mobile economy, which as yet is far from fulfilling early expectations for location-based advertising for local businesses.
Facebook recently saw its stock surge after it revealed significant progress in developing mobile advertising, which is harder to deliver without annoying customers because of the limited screen size of smartphones.