How Firefly Is Trying to Make Its Drivers' Car Roofs Into Advertising Real Estate

Its ad platform is debuting in San Francisco and Los Angeles Dec. 6

With its official emergence from beta Thursday, Firefly became the latest advertising and commerce platform to work with drivers for ride-hailing services such as Uber and Lyft. But unlike some of the others, Firefly’s screen sits atop the car and targets passersby rather than being placed inside the car where only passengers can see it.