Jun 4, 2007 at 11:36am ET by Greg Sterling
This InfoWorld article indicates that Google will be integrating more ads, including potentially AdSense, onto Maps themselves. The plan was discussed at Google Developer Day last week.
When the program would roll out isn’t entirely clear — I was at Developer Day but not in that session — but Google has been experimenting with ads on Maps since January, 2006. Below is a screen shot of ads that come up on Maps for the search “Hotels, New York.”

Assuming that this doesn’t become a requirement of using the Google Maps API, this could be one way for developers and publishers to monetize their mashups.
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