General Motors has unlocked a rich new lode of insights that could provide marketers with moment-by-moment data on consumer behavior and shopping habits.

The enabling technology is built-in 4G LTE WiFi, a digital service that’s an operating part of some ten million GM vehicles.

Although its primary function is to provide car owners with insights about vehicle performance (think: tire pressure, gas consumption, and seat-belt clicks) as well as driver behavior (speed, hard braking, and location), the new advantage for brand stewards starts with the vehicles’ audio functions.

“The radio industry and the car industry have been existing side by side,” Saejin Park, director/global digital transformation at General Motors, told delegates at the opening session of the Association of National Advertisers’ (ANA) 2018 Data & Measurement Conference.

“But, really, there hasn’t been that much interaction between the two.”