As the advertising industry attempts to grab the mobile sector, there are growing reports that the next venture may very well be within the auto industry. Today, more and more vehicles are becoming connected to mobile devices and even some in-dash navigation systems are exploring an in-car app platform. These in-car apps can provide new opportunities for advertisers; however, not many are fond of the idea. Current in-car apps such as iHeartRadio do not allow advertisers to target consumers. Other companies such as AT&T and BMW are implementing campaigns against texting and driving, causing this opportunity to generate further question as to the kind of in-car app platform to be implemented.