QuotePichai didn't provide an explicit answer about plans for monetizing maps, but his comments give a pretty good sense of what the company might have in mind:
"I'm sure you have noticed changes in Google Maps with the last few months. If you open Google Maps, you're traveling or out on a Friday evening, we start surfacing a lot more info about what you can do, places to eat and so on. So those are beginning to get good feedback from users and I think that gives us an opportunity to add value there overtime as well."
http://www.businessinsider.com/sundar-pichai-hints-at-ads-in-google-maps-2017-4
https://techcrunch.com/2018/03/28/waze-local/
Waze officially launches its ad program for small businesses.