Photo courtesy of BMW.

Photo courtesy of BMW.

BMW has begun work on an in-car advertising system that would deliver services and offers through the automaker's ConnectedDrive infotainment system.

The automaker is partnering with international software developer SAP on the system, which has been implemented in a 7 Series research vehicle, BMW announced.

The "virtual marketplace of the future," as BMW is calling it, would provide "context-adaptive, personalised filtering of large volumes of real-time offers generated by location-based service providers."

BMW and SAP have initially developed basic technologies for parking and couponing. As an example, the car could display parking locations near the vehicle on the in-dash screen.