As Waze absorbs into Google’s maps unit, 4screen sees a chance to grab the in-car ad steering wheel

The world may have to wait a few years before autonomous driving really takes root in any significant way. But that’s not stopping companies from rushing to create marketing opportunities that influence drivers’ shopping and purchasing choices.

German firm 4screen, which is working to get into carmakers through their interactive in-car screens and has direct user-interface agreements with Mercedes Benz, Audi, Toyota and Skoda, among others, is looking to dominate the in-car advertising space. The company sees an in, given the fact that Waze, its primary competitor, was absorbed by parent Google into its map unit and let go of several Waze employees over the course of 2023 (Google purchased Waze in 2013). And 4screen is looking to penetrate the U.S. market more aggressively.