This proposal outlines a strategic partnership between automotive manufacturers (OEMs) and Out-of-Home (OOH) advertising firms to revolutionize billboard targeting through real-time passenger analytics. By leveraging anonymized, aggregated data from connected vehicle sensors— such as passenger count, demographic profiles derived from infotainment logins, and route intent—we can transform static roadside displays into dynamic, high-conversion assets. This ecosystem allows automotive companies to monetize their vast data streams while providing advertisers with unprecedented "eyes-on-glass" accuracy, moving the OOH industry from broad geographic estimates to precise, audience-based programmatic buying. The technical implementation focuses on a privacy-first data exchange that synchronizes vehicle location with billboard proximity. When a connected Copyright Please note that the slides and possibly a recording of the final presentation will be made available for download on the COVESA website after the event for unrestricted distribution. The final presentation shall only contain material that can be distributed in this manner. By submitting your abstract or presentation, you attest that you are the copyright owner of the material contained in your presentation or received prior written consent of the respective copyright owner and therefore are authorized to grant COVESA permission to post your submission on our website for unrestricted distribution. (Note: speakers/entities will retain the copyright of the material in their presentation.) COVESA All Member Meeting, Porto, Portugal Proposal and abstracts for a presentation on 22 or 23 April 2026 Abstract (1-2 paragraphs) vehicle approaches a digital billboard, the OEM’s onboard system transmits a high-level audience snapshot to the advertising server, triggering a creative asset tailored to the specific interests or demographics of the occupants. For example, a vehicle with multiple passengers and a "family" profile could trigger a theme park advertisement, while a solo commuter might see a coffee promotion. This synergy maximizes the return on ad spend (ROAS) for brands and creates a new, recurring revenue vertical for auto manufacturers in the era of software-defined vehicles.