Just FYI, we have another thread discussing this topic in the Asia Pacific forum: Google maps Australia now displays contextual advertising [webmasterworld.com]

They've actually been displaying business icons embedded in maps in Japan for quite a few years. However, I'm not sure that those were necessarily sponsor ads. I have a screencap of it, for anyone who'd like to see.

I can see ATM bank and hi-fi store icons in downtown Melbourne but they look like sample droppings on the map and are not comprehensive. If they had 100% coverage then the map would be unreadable.

I seem to recall seeing much bigger logos in Google Maps - possibly a US trial - but I can't find the reference now.

They've actually been displaying business icons embedded in maps in Japan for quite a few years.

In Japan you need to navigate by landmark as there are often no street names posted. Those icons in Japan are there for convenience. I haven't heard of companies paying for them.

bill, that makes a lot of sense - in such dense areas, particularly with poor street signage, I could easily see familiar businesses used as orientation landmarks.

Still, I think the programming to overlay all those landmark icons was likely something of a precursor to the beta-test advertising product.