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Waze, the Google-owned social navigation app, has announced a partnership with WPP to make it easier for the holding company’s retail clients to exclusively target drivers with their ads.
The “in-car platform” is designed to direct drivers, of which more than 100 million access the app per month, to retail stores through “en route messaging,” according to a statement. It launched initially in Canada, France, Italy, the U.K. and the U.S.
According to Waze, the platform will also provide “insight into how, when and where people are engaging with brands during their drive, providing further value to clients.”
Sound distracting, intrusive and dangerous? Waze insists it’s safe.