Ar signage display device of vehicle and operation method thereof

An AR signage display apparatus operating in conjunction with a vehicle, the apparatus comprising:

• a communication module that communicates with the vehicle and a cloud server providing an AR signage platform service;
• a display on which a traveling image of the vehicle, acquired through a vision sensor, is displayed;
• and
• a processor that receives sensing data of the vehicle through the communication module, makes a request to the cloud server for AR signage data for displaying, as digital signage, content for neighboring a POI determined on the basis of a location of the vehicle and the sensing data of the vehicle, and renders the digital signage, generated on the basis of the AR signage data corresponding to the request, onto a display region within the traveling image,
• wherein the processor determines the occurrence of a condition for restricting the display of the digital signage, on the basis of traveling information of the vehicle and map information, which are received while the vehicle travels, corrects the AR signage data matched with a location at which the condition for restricting the display occurs, and performs a rendering update of the digital signage on the basis of the corrected AR signage data.