If Google or Facebook can haul in billions in revenues from tracking you across the web, this is the next step and it's wide open. Someone has probably already been working on it.
I believe google has been so busy working on the autonomous car for that very reason too. Inside such a vehicle, one would be a captive audience to their ad service on some level, and definitely subject to their consumer data collecting efforts.
"I see you are on your way to Morro Bay, why not stop at [paid advertisement] Foobie's Tofu Barbecue? Just think of those succulent cubes of soy protein, marinated in delectable sauces and grilled with fresh vegetables and served with steamed or fried rice! Google rating ****"