Ford files patent to collect driver data for in-car ads

The automaker has filed a patent application that would monitor and collect driver data to curate ads that would be displayed on the vehicle’s various screens. Among the information that would be gathered is your location, destination, speed, and traffic information.

The system would also potentially monitor the dialogue between passengers to see how they interact with them and to help determined the best time to display the ads.

“In one example, the controller may monitor user dialogue to detect when individuals are in a conversation,” the patent filing reads. “The number of ads may be intrusive if the individuals are engrossed in conversation. However, when the individuals are not in conversation, the number of ads presented can be increased.”

That same monitoring could present visual ads when conversation is taking place. During periods of silence, though, it could display audio ads or ads with audio components.

The ads would not be shown when the vehicle is moving, so as not to distract the driver.

It’s worth noting that patent applications are ways companies ensure an idea is not claimed by a competitor and often are not put into use in the real world. Ford says that’s the case here.

“Submitting patent applications is a normal part of any strong business as the process protects new ideas and helps us build a robust portfolio of intellectual property,” the company said in a statement to Fortune. “The ideas described within a patent application should not be viewed as an indication of our business or product plans. No matter what the patent application outlines, we will always put the customer first in the decision-making behind the development and marketing of new products and services.”

Still, automakers are working hard to find income streams once a car drives off the dealer lot. Mercedes, at one point charged owners of its Mercedes-EQ EQE and Mercedes-EQ EQS electric cars $1,200 per year for faster acceleration of their vehicles. And Ford recently made a long-time standard feature of the F-150 a dealer option that will cost owners of the 2025 model an additional $455.

Motor1 was the first to report the advertising patent.