We're firmly in the era of big data, and automakers across the globe are working to figure out how to transform all the data generated by their cars into secondary revenue streams.

General Motors, for example, has announced it will now begin studying how drivers listen to the radio and other audio while behind the wheel. The automaker's director of global digital transformation, Saejin Park, told the Association of National Advertisers' (ANA) 2018 Data & Measurement Conference that its new data insights will be able to help advertisers craft better ads.