Technology giant Apple is set to introduce ads on Apple Maps in the United States and Canada this year.

The company announced Tuesday that sponsored content will be displayed above organic search results on the mapping application.

However, the company has not yet provided information about the revenue generated by its new advertising venture. Nor has the company said how many of the company’s 2.5 billion active devices regularly use the map service.

Analyst Gil Lauria said that the introduction of ads in Apple Maps could be an additional opportunity for Apple’s services business.

He added that Apple makes most of its profits from the services business and this move could add another layer to that growth.