Answer: Local small businesses.
It’s been beta testing the feature for years in order to get it just right, but Waze just officially launched a way for small businesses to advertise through the navigation app. Large businesses have been able to purchase ads for years, but Waze Local will allow small, local businesses to make themselves known as well.
Waze Local works by presenting pins on the map that feature a company’s logo when a driver is near their physical location. These pins can raise awareness about a business as often as they encourage people to actually stop by, and to avoid clutter, the screen will only show three of them at a time. Other advertising options include promotion in search results on the app, as well as what Waze calls “zero-speed takeover.” In this feature, a banner ad appears on the user’s screen only when the car is completely stopped.