GM‘s OnStar Patent Suggests Technology to Tailor Billboards to You ’Minority Report’ Style
- Posted on May 15, 2012 at 12:08pm by
Liz Klimas
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OnStar has a patent filed that could personalize billboards based on where a vehicle is going. (Photo: Shutterstock)
You’re probably already familiar with the fact that data tracking of your online movements allows for ads to be specifically targeted to your preferences. Now, OnStar wants to bring this concept roadside.
Jalopnik, an automotive blog, reported late in April that it had uncovered a patent filed by General Motors in 2010 that would create targeted billboard ads based on where you were traveling. Jalopnik draws the comparison to technology featured in the 2002 film “Minority Report:”
In Minority Report, Tom Cruise was served up individually-targeted ads. Now it appears General Motors wants to make this futuristic science fiction technology a reality with a just-published patent for billboards designed to serve up ads targeting a specific car based on their last navigational system input.
[...]
Here, it appears that GM (and its OnStar service) isn’t allowed to — thanks to Onstar’s own Terms of Service — use anything other than the destination you just input into your vehicle (along with external, randomized databases such as a seasonal driving pattern calendar based on all American drivers and information on the destination itself and why someone might be driving there) to serve up an ad. That data, we’re told, is then deleted from the ad server and only an anonymized record that an OnStar user (no tracking of which OnStar user) made a request for that destination point is left on OnStar’s servers.
Wired has some interesting ideas of what these ads could look like:
Perusing the patent’s text, nightmare scenarios flooded our thoughts. Kids in the backseat? Be prepared to see ads for Happy Meals and nearby amusement parks. Headed to the doctor’s office? A friendly reminder to schedule a colonoscopy, in flashing 40-foot letters.
Aside from just tracking location data, Wired also writes “most alarming” is the fact that the patent includes use of cameras pointed into the vehicle that could be used to understand the demographics of who is in the vehicle. Wired also speculates someday the position of the seat could be used to help determine age of the driver.
Wired notes that like many companies filing patents, this doesn’t mean the idea will come to fruition any time soon — or at all:
“It doesn’t mean we’re ever going to do something about it, and we don’t have any plans to ever leverage it in the near future or at all,” said Nick Pudar, OnStar’s vice president of business development. “We were surprised that anyone noticed it,” Pudar admitted.
Wired also contacted privacy expert Dorothy Glancy, a Santa Clara Law professor, who said thousands of patents for targeted advertising have been filed, including some that use “vehicle telematics.” Combining telematics and advertising goes beyond what most would expect of their OnStar service, Glancy said. Should the idea ever be implemented, she thinks people should be at least told their location-based information was being sold, if not given the opportunity to opt-out. Pudar seconded the importance of this sentiment, telling Wired that use of personal data in this way would require an opt-in from users.
Watch this clip from “Minority Report” if you want to see an example of futuristic ads targeted to user preferences:
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eternal_vigilance
Posted on May 15, 2012 at 4:29pmJust watch the 70′s cult classic “Brazil.” They really covered it all with a little humor and a lot of symbolism that requires deep thought. (too deep for most)
Report Post »SUPPLY_SIDE
Posted on May 15, 2012 at 3:14pm“You’re probably already familiar with the fact that data tracking of your online movements allows for ads to be specifically targeted to your preferences.” Yeah, My Ghostery program blocked 17 of them on this page alone!
Report Post »PPMStudios
Posted on May 15, 2012 at 1:31pmCan’t Glenn afford someone to check spelling and grammar?
Report Post »reboard
Posted on May 15, 2012 at 1:11pmThe funny thing about this is that On Star subscribers are paying for this.
Report Post »undercover
Posted on May 15, 2012 at 1:09pmWhen I bought my new truck I stipulated that onstar be disconnected as terms of purchase. They didn’t know how to do it at first and I had to sign waivers. In the end they never actually shut it off and I had to physically disconnect the power supply and antenna. Beleive me when I tell you ALL the information they collect will be used against you.
Report Post »justangry
Posted on May 15, 2012 at 12:47pmI don’t think many people on this site will be buying Govt. Motors cars anyway.
Report Post »CatB
Posted on May 15, 2012 at 12:58pmNO .. planning on driving the current one (from 2004) until the wheels fall off .. and then no more GM .. and I have a friend who works for them and can get family discount along with lots of rebate $$ I have from credit card. As for OnStar I first got it when it came out .. the tech had to go get his training before he could activate my new cars system… I was assured at that time it was for MY use and emergencies .. I travel alone .. with just a little dog .. and thought it was a good “safety” feature. Now that they are using it to track EVERYTHING .. why should I be paying for it??? They are obviously going to be using it as a money maker ..and for the GOVERNMENT. Problem is .. All new vehicles are going to have some kind of tracking in them .. or put in them .. they are talking about charging taxes by the mile .. and that is how they can accomplish it .. and don’t fall for PROGRESSIVE INSURANCES ADD-ON TRACKING EITHER!
Report Post »PPMStudios
Posted on May 15, 2012 at 1:32pmUnless it’s another Vette….
Report Post »Shasta
Posted on May 15, 2012 at 5:29pmAll I care about is a good product, a good price, and a company you can believe in, Their flagship vehicle, the Volt, sucks big time. As far as the company goes, the first things they did once the government sat at their board of directors was kill the hydrogen fuel cell project, and destroy the majority of the dealerships. Both of those decisions will cause me not to consider GM or Chrysler in the future.
Report Post »phillipwgirard
Posted on May 15, 2012 at 12:36pmGeorge Orwell was right when talking about the telescreen! 1984
Report Post »tarpon
Posted on May 15, 2012 at 12:35pmWho needs this crap from Government Motors. Can you say distraction while driving.
Report Post »MONICNE
Posted on May 15, 2012 at 12:24pmWhat Would Ayn Rand Do?
This technology has been deployed by the Japanese and Koreans for years, and is the cookie-fest heart and soul of the Blaze’s ability to make the big bucks. (If you travel a lot, it’s interesting to see the Blaze ads for “one weird tip…” that mention cities or states change to reflect whatever location you are in – be it Montana, Missouri, or Kansas, by country and city, sometimes!)
So more power to Gummit Motahs – I hope their stock goes up so O’Bummer can finally sell our sharesfor a profit and be done!
TEA
Report Post »Stoic one
Posted on May 15, 2012 at 5:16pmIf the stock is sold under his watch (God forbid), it will be spent before the profits ht the book. Unless the money goes straight into his cronies pockets.
Report Post »Mr Sanders
Posted on May 15, 2012 at 12:21pmOh… I need this service right now… I need billboards to tell me what I want…. before I know what I want or need. Darn. Dang. Darn, darn, dang! My Cellphone’s outta juice.
This has really got to make you wonder about this service – so, what, scan a chip underneath your skin, scan your eyes as you drive? And they say cellphones are the #1 distractor behind the wheel – this won’t be; being electronically followed by every billboard in a city, or on any trip? Will there be an off button so I can enjoy a lazy stroll on a Sunday afternoon?
I’d say this could be construde as proximity harrasment, aey?!
I‘ll never be buying GM’s/Big-G’s cars…..
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