Google Maps’ Go tab.
Todd Haselton | CNBC
Google is streamlining operations at Waze, its mapping service, by merging it with its own map products.
An email from Chris Phillips, the head of Google’s maps division called Geo, revealed that the company is integrating Waze’s ads into the Google ad system, resulting in layoffs. The email, obtained by CNBC, stated, “Unfortunately, this will result in a reduction of Waze Ads monetization-focused roles in sales, marketing, operations, and analytics.”
Phillips emphasized the goal of creating a more scalable and optimized Waze Ads product powered by Google Ads, and assured employees that the company will communicate the change to advertisers and partners. The email did not disclose the number of jobs to be eliminated.
Google parent company Alphabet previously announced layoffs and project downsizing in an effort to improve efficiency. Since December, Google has been consolidating Waze with its Geo unit and announced the departure of then-CEO Neha Parikh.
Waze, known for its crowdsourcing technique to determine the fastest driving route, has approximately 140 million active users. Phillips expressed gratitude and respect towards the employees affected by the changes.
A spokesperson for Google has not provided a comment at this time.
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