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Key Words: Auto makers and tech giants clawing for the final screen frontier: the dashboard

Auto makers and Silicon Valley are locked in a fight to conquer the last bastion of screens, a frontier worth billions: car dashboards.

Dashboard display, and its revenue-generating ads and services, will compete for driver attention as much as phones do now. For instance, on future screens, local restaurants, doctors’ offices and other services could target ads based on typical driving routes.

‘We see this as the battle for the fourth screen’ after the television, computer and mobile phone.

Ky Tang, an executive director at Telenav Inc

Some car makers are turning over their dashboard operating systems to Alphabet’s Google GOOGL, -0.66% entirely, the Wall Street Journal reports.

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