PROVIDING ROUTE NAVIGATION RECOMMENDATIONS

Embodiments include providing route navigation recommendations that include user configurable advertisements. Aspects of the invention include receiving an origin, a destination, and a route deviation tolerance, obtaining a set of advertisements based on the origin, the destination, and the route deviation tolerance, and generating a plurality of routes from the origin to the destination. Aspects also include calculating, for each of the plurality of routes, a total monetary benefit and transmitting, to a user, the plurality of routes, an indication of an expected duration to traverse each of the plurality of routes, and the total monetary benefit of each of the plurality of routes. Aspects further include receiving a selected route from the one of the plurality of routes, monitoring a movement of the user along the selected route, and transmitting to the user the advertisement corresponding to the checkpoint.