Continental and Sorrell-backed fund rev up driver platform 4.screen

An arm of the German multinational Continental and a venture fund co-founded by Sir Martin Sorrell are leading a $21m investment in a driver interaction platform which counts McDonald’s and Shell among its customers.

The start-up is aiming to tap into what has been described as the largest untapped market in the digital advertising ecosystem - one which, according to the consulting firm McKinsey, will ultimately be worth $600bn or more globally. Its involvement is designed to add marketing and advertising expertise to the business, while Continental Corporate Venture Capital provides far-reaching automotive technology knowledge.

It utilises car sensor data such as location, engine type, car brand and fuelling or charging levels to offer drivers information about nearby businesses, such as those related to parking, restaurants or shops.

'Sorry officer, I ran through that red light because I was checking the offer on 2 for 1 chocolate between the Texaco garage and the half price sausage roll at the Total garage 2 miles down.' Incredibly dangerous idea. Get in the sea..

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