 This will involve understanding individual drivers' origins and destinations as well as their utility functions.This may be done by fusing per-driver data collected on road networks, such as my ANPR cameras, with other data on individuals, such as data from their social network profiles, store card purchase data, and search engine history.This will lead to more accurate predictions, enhanced ability to control traffic for customized prioritization of particular drivers, but also to ethical concerns as local and national governments use more data about identifiable individuals.