I feel like I spend half my life in my car sitting in traffic jams. The car’s built-in navigation system is usually useless to me, as I don’t care anymore about how to get from A to B, but rather want to find the quickest possible route to my destination. This is why opening my Waze app is the first thing I do when driving. Beyond using Waze as a driving aid, I love seeing the evolution of this app—how advertisers reach you even as you are focusing on other things, like traffic. In this context, it is crucialthat ads are relevant to the driver, which is why, for example, fuel station brands and coffee shops have already invaded this platform.