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.

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