Even though there have been many efforts on driver's route recommendation, driver still should get involved to choose the driving path in a manual manner. Uncertain traffic information provided to the driver delays his arrival time and hence may cause diminished economic values. One of the solutions of reducing the uncertainty is to provide various kinds of traffic information, rather than send real-time information. Therefore, as the wireless communication technology improves and at the same time volume of utilizable traffic contents increases in geometrical progression, selecting traffic information based on driver's context in a timely and individual manner will be needed. Hence, the purpose of this paper is to propose a methodology that efficiently sends the rich traffic contents to the personal in-vehicle navigation. To do so, driver preference is modeled and then the recommendation algorithm of traffic information contents was developed using the preference model. Secondly, ontology based traffic situation analyzation method is suggested to automatically inference the noticeable information from the traffic context on driver's route. To show the feasibility of the idea proposed in this paper, an open API service is implemented in consideration of ease of use.