Malaysia startup will place ad screens in ride-hailing cars

Advertising platform expects to hit the road in late January with Uber and GrabCar drivers.

KUALA LUMPUR - Media startup Rodeo is recruiting ride-sharing drivers to place advertising in their vehicles via headrest-mounted tablets, a first of its kind initiative in Malaysia.

Speaking to Campaign Asia-Pacific, CEO Valens Subramanian said the waning popularity of taxis among commuters prompted his company to approach ride-sharing drivers rather than taxi operators.

“In terms of reach, ride-sharing cars have a huge potential because the passengers are likely to be white-collar...

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