Ford Files Patent for In-Car Ad Technology, Sparking Privacy Concerns

• Ford's new patent to collect driver data has raised privacy concerns among experts and customers. 
• The carmaker’s proposed technology aims to collect sensitive driver data, such as car conversations.
• GPS location and historical user data could also be harvested for personalized ads displayed in Ford vehicles.

A new technology designed to collect extensive driver data to deliver personalized in-car advertisements has recently been patented by carmaker Ford. The harvested information includes in-vehicle conversations, which ignited significant privacy concerns and discussions within the industry.

The patent documents a system that aims to harness various data points to tailor advertisements to drivers, leveraging GPS location, driving speed, traffic conditions, historical user data, and even in-vehicle conversations.

The system would identify the vehicle's location and suggest nearby businesses or landmarks. For instance, driving near a fast-food restaurant could prompt an ad for that chain based on your current location.

Depending on whether the user is caught in rush hour traffic or traveling smoothly, the system might offer different ads, such as promoting audiobooks while in traffic or suggesting quick roadside attractions during long drives.

The system aims to refine its ad recommendations further by leveraging past user data, including previous destinations and music preferences.

Perhaps the most controversial element, in-car eavesdropping would analyze conversations occurring inside the car. If a driver mentions needing groceries, the system could display an ad for a nearby supermarket on the infotainment screen.

Privacy advocates have voiced concerns that recording in-vehicle conversations could lead to misuse of personal data. Critics argue that such invasive data collection could result in targeted ads that feel manipulative or intrusive. Questions have also been raised about the security of collected data and who would have access to it.

Automotive Influencer Daryl Killian commented: "Having your car eavesdrop to serve ads based on your conversations and location adds a new level of intrusion. This type of system raises serious privacy concerns and could alienate a significant number of consumers who are already wary of companies collecting too much personal data."

Beyond privacy, there's also apprehension about driver distraction – the frequent appearance of in-car ads could divert attention from driving, potentially leading to safety hazards.

While Ford emphasizes that filing a patent does not guarantee the implementation of such systems, the move has nonetheless sparked widespread debate about the future of in-car advertising and data privacy. 

Ford also considered personalized in-car advertising a few years ago when the company filed a patent for a system that would show digital versions of billboards on the car’s display as the car drove by them. Other car manufacturers, including General Motors, have also shown interest in personalized advertising and data collection within vehicles.

Recently, nearly 15,000 car dealerships in the U.S. were severely disrupted due to a ransomware attack on retail technology and software provider CDK Global that demanded tens of millions of dollars in ransom.