In a first illustrative embodiment of a computer-implemented method includes obtaining the identities of one or more vehicle occupants. The method also includes obtaining data regarding a current vehicle environment. The method further includes selecting an advertisement for delivery at least partially on the basis of retrieved data with respect to identified occupant and data relating to the vehicle environment. In addition, the illustrative method includes evaluating the cognitive load of a driver. The method additionally includes providing the selected advertisement for delivery based on the fact that the driver's cognitive load is below a suitable threshold value.