Car-Mounted Ads Take a New Direction: Data Collection

A startup called Firefly uses a comprehensive approach to its sensor-equipped advertising screens by simultaneously showing advertisements on top of Uber and Lyft vehicles and collecting data about the drive and surrounding environment. While the technology is being piloted in five cities, officials try to solve privacy questions and concerns to ensure collected data can help cities to monitor pollution levels or collect sound data - not invade citizens' privacy,

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