Waze Is Now Offering Native-Style Ads That Put Users in the Driver’s Seat

Dunkin' Donuts first to test 'Favorite Brands'

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Waze, a navigation app with 65 million monthly drivers worldwide, is introducing an intriguing ad product for Advertising Week, which is taking place in New York through Thursday.

The Google-owned mobile app will allow users to select their favorite marketers, making businesses more accessible, in theory, when searching for a destination on Waze's mobile map. Marketers can invite users to "favorite" a brand through ad units with the tap of a button and then segment customers for offers.

Called Favorite Brands, the native-style ads let marketers tailor messaging and will go into beta for the remainder of the year. Dunkin' Donuts is the first brand to sign on. 

"[It] will give ​us the opportunity to identify and reward our most loyal customers, adding a layer of personalization and context to our messaging not previously available within a navigation app," said Nick Dunham, director of media, Dunkin' Donuts.

It's one of a handful of Advertising Week announcements that entail Google. Check out the search giant's other big plans here.

@Chris_Heine Christopher Heine is a New York-based editor and writer.