Invading the Driver’s Seat: Preventing Overbearing Targeted Advertising in Connected Vehicles
It is a cold, early Monday morning, mid-December. You hop into your autonomous car, drowsily set your office as the destination, and hit “Go.” As your car transports you to work, you begin to approach a Starbucks. The company has paid the developers of the technology deployed by your automaker to direct the routes of cars—owned and driven by those who have “liked” its Facebook page or visited its website—past its stores. As you get closer, an advertisement appears on your car’s infotainment display. It alerts you that Starbucks is approaching and asks if you would like to stop in for your favorite latte. It may even offer a small discount or a chance to order ahead of time. You decide that you would, and tap “Yes.” Your car automatically reroutes and drives you into the parking lot to pick up your beverage. This may seem like a sci-fi movie or a scene from The Jetsons, but in reality, this connected vehicle technology is right on the horizon. In fact, estimates suggest that the connected-car market is growing at a rate that is ten times faster than the overall car market.4 Further, estimates suggest that by 2020—only a few years down the road—there will be upwards of 220 million connected cars on the road worldwide.