As driverless cars become more and more commonplace, this scene soon could become a reality, according to Daniel Fagnant, who studies self-driving tech and its implications at the University of Utah. The technologies that enable autonomous navigation are expensive, and since people won't be driving these vehicles, ads that help subsidize part of a car's cost could play across their screens without distracting any drivers. Like any complex computer system, a self-driving car will be able to record all kinds of statistics about itself, including its route, location, and possibly even which passengers are inside. That information will be incredibly valuable to advertisers. And as more cars link up to the Internet and share data with one another, it could become difficult to control.