Technologies are disclosed herein for selecting one or more content instances of a plurality of content instances for display on a head unit of a vehicle. The content instances correspond to a location of a vehicle and are received by the head unit. The head unit obtains vehicle specific information from memory of the head unit. Based on the vehicle specific information, the head unit selects the one or more content instances using a set of criteria for determining which, if any, content instances to display. Selection of the one or more content instances using the set of criteria may involve consideration of information associated with individual instances of the plurality of content instances. The selected one or more content instances are displayed on a display of the head unit.