We cannot escape ads wherever we go from giant billboards on the roads to the commercials we see on TV. The time that we spent in our cars was blissfully free of pop-up ads but that is likely to change soon with the advent of innovative technologies. There is every likelihood that in the future, automotive manufacturers will sell data about users to third-party firms who will arrange for personalized ads to appear on dashboard screens in exchange for services like theft protection and other benefits.
The ads would be personalized based on individual user preferences. For example, if you are returning home from work and it is dinnertime, an ad for a restaurant in the neighborhood might appear on the dashboard screen.
With the advent of connected cars and 5G, this is going to be even easier. Automotive manufacturers have been collecting data for many years, but the highly sophisticated software to collect data and the artificial intelligence needed to sort this data at very fast speeds used in modern day cars will take this one step further. This holds out the promise of new services and revenue streams if automakers can monetize data regarding consumers without legal hurdles. Just like sites like Facebook and Google sell data regarding our search and browsing preferences to outside firms for marketing purposes, automakers can aggregate and sell data regarding location and preferences of consumers to third parties.
Another benefit that automotive manufacturers would get from this data is that they would be able to provide consumers with a better driving experience as cars would be able to use their connectivity and integrated AI to find parking spots, EV charging stations, warn motorists about routes having frequent accidents and even predict flat tires.
Ford Motor Co chief executive officer Jim Hackett said at the CES Show that data collection could even help protect motorists from crime as the technology can be used to determine the location of car thieves.
Ultimately, the choice would be up to the consumers if they opt to share their information like their location or driving, but if it is a win-win scenario for both motorists and automotive companies, why not?
Hamid Moaref has always been fascinated by cars and the automotive industry. His family has a longstanding association with the industry and has been in the tire business for the past 35 years. Raised in Dubai, Hamid attended Capilano University in Vancouver where he graduated with a BBA in marketing before attending an intensive course in magazine publishing in 2005. He has been the publisher and chief editor of Tires & Parts magazine for the past ten years.
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