In-car advertising is gaining traction as automakers look to monetize infotainment screens. With 97% of new cars featuring connected screens, companies are tapping into driver data to deliver targeted ads. Ford has even patented systems that can listen to in-car conversations to tailor advertisements. Recently, automotive writer Zerin Dube shared a marketing notification he received while driving, highlighting how automakers are increasingly integrating promotions into the driving experience. Stellantis claims its in-vehicle messaging system only activates at startup and while the vehicle is stationary, but the growing presence of in-car ads raises questions about privacy and consumer comfort. German company 4screen leads the charge in this emerging market, partnering with brands like Toyota and Volkswagen. They aim for non-intrusive ads, focusing on practical information like nearby EV charging stations. Their tracking system measures ad effectiveness based on increases in parking rates at targeted locations, showing a 3% to 7% boost. The potential market is vast; estimates suggest in-car e-commerce revenues could hit $100 to $120 per vehicle annually by 2030, adding up to over $50 billion in total. As automakers phase out popular phone-mirroring systems like Apple CarPlay, the shift toward in-car ads becomes clearer. Rivian and GM have both dropped support for these interfaces, positioning their infotainment systems as platforms for new revenue streams. The rise of autonomous driving could further enhance ad opportunities, as passengers may be more open to suggestions from their vehicles. However, concerns about user experience and safety regulations will shape how this advertising evolves in cars. 4screen emphasizes that a positive driver experience is key, suggesting that too much intrusive advertising could backfire.