The luxury automaker is exploring ways to ethically monetize information from its connected and autonomous vehicles, turning its cars into media platforms and helping advertisers target consumers

Connected cars have become much more common, as have vehicles that operate autonomously. Luxury automaker Bentley is hoping to capitalize on this, analyzing the data points generated by these vehicles to help advertisers better market products to drivers.

While the connected cars are capable of generating huge amounts of data, Bentley wants to be ethical in how it may monetize the information, striving to be careful with any personal data mined through from car internet usage. Bentley’s director of digital, internet of things and smart mobility, Hamid Qureshi, explains,”The idea of turning our cars into media platforms is something we talk about internally, but it’s very early days. Once more data points emerge around the car and the ways of interpreting them all are easier, particularly in the context of autonomous driving, then the connected car could become a media entity.”

Furthermore, as a luxury car brand, Bentley may not have the scale and reach that advertisers would consider ideal. Nonetheless, the automaker sees enormous potential in in-car advertising, and is continuing to explore the practice.

Bentley


Lead image: stock photos from silverkblackstock/Shutterstock

Connected cars have become much more common, as have vehicles that operate autonomously. Luxury automaker Bentley is hoping to capitalize on this, analyzing the data points generated by these vehicles to help advertisers better market products to drivers.

While the connected cars are capable of generating huge amounts of data, Bentley wants to be ethical in how it may monetize the information, striving to be careful with any personal data mined through from car internet usage. Bentley’s director of digital, internet of things and smart mobility, Hamid Qureshi, explains,”The idea of turning our cars into media platforms is something we talk about internally, but it’s very early days. Once more data points emerge around the car and the ways of interpreting them all are easier, particularly in the context of autonomous driving, then the connected car could become a media entity.”