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They already can. I've seen this in 2 cities now. One of the reasons why I prefer Uber/Lyft is to _not_ see the cab ads display.

• JCharante 7y ago
  I've been in an Uber in Boston where this was the case. They had a tablet hanging off the front passenger seat that alternated between trivia questions and ads.
  • jdironman 7y ago
    That sounds more like the app they were using had ads built in?