BMW owners have recently reported seeing promotional notifications on their vehicles’ iDrive infotainment screens advertising Marvel’s Spider-Man. In this instance, drivers received full-color banners and notification cards on their screens featuring Spider-Man graphics tied to commercial media partnerships. Data Privacy Settings: Users can access the privacy menu on the central touchscreen or through the My BMW mobile application to adjust data-sharing permissions and disable targeted promotional messages. Users can access the privacy menu on the central touchscreen or through the My BMW mobile application to adjust data-sharing permissions and disable targeted promotional messages. The Broader Landscape of Automotive Screen MonetizationBMW is not the only automaker exploring digital engagement (like these Spider-Man ads) within connected vehicle cabins.