Operators can definitely do this, however, they typically don't monitor IP traffic for privacy reasons. The less intrusive option is to bill based on the APN. That is, you could have one APN for general use and another for specific uses. This fits the model that operators currently use for billing, so there are no privacy concerns.
As automotive manufacturers look at deploying "connected vehicles", one of the questions they are asking is who's willing to share in the cost of the solutions. One of the ideas is for certain content providers to share the costs and provide the end user with access to their services free of charge. Then, those content providers would sell ads that can be location based.
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