An approach is provided for selecting variable message signs (VMS). More particularly, this disclosure relates to personalized VMS delivered to a driver of a vehicle via an on-board display. The approach monitors driver behavior to form a driver behavior history and an analytic analysis is applied to the driver behavior history to determine characteristics of the driver. When a wireless notification is received from an external data provider, the notification is modified based on the determined driver characteristics, and the modified notification is displayed to the driver on a display device visible within the vehicle that is being operated by the driver.