BMW's iDrive infotainment system could become a lot more annoying as the company has revealed they are developing a location-based advertising service.

BMW's iDrive infotainment system could become a lot more annoying as the company has revealed they are developing a location-based advertising service.

Dubbed the "virtual marketplace of the future,” the project aims to deliver "location-based offers and services relevant to a specific route and final destination." As an example, BMW says the car could display real-time parking information - such as availability and fees - when approaching a destination.

That doesn't sound too bad but BMW goes on to say the system could use your location to tell you about nearby discounts at retailers that sell everything from clothes to coffee.

The system is currently being tested on a 7-Series prototype and BMW says drivers can customize their preferences so they only see ads that interest them.

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BMW testing in-car ads based on your location and destination