Google Ads added a new channel control for Demand Gen to show ads in Google Maps. Some advertisers see the ability to select Maps as a placement in Demand Gen.
This change was spotted by a number of folks including Meg Erickson, Jyll Saskin Gales, Adrian Dekker, Thomas Eccel and Francesca Poles.
Here are some screenshots of this setting:
Forum discussion at LinkedIn.
Update: Ginny Marvin, the Google Ads Liaison, posted on X weeks later more details. She wrote:
Maps inventory in Demand Gen is currently in beta and ads can serve on Promoted Pins inventory in Google Maps when a user is browsing the map, in Directions view, or looking at entity/place details at this time.
