Rideshare advertising startup Firefly launches with $21.5M in funding

Firefly, a startup that allows rideshare drivers to make money through digital advertising, is officially launching today. It’s also announced that it has raised $21.5 million in seed funding.

The idea of sticking advertising on a cab isn’t new, but Firefly  offers drivers what it calls a “digital smart screen,” allowing advertisers to run targeted, geofenced campaigns. The company has apparently run more than 50 ad campaigns already, during a beta testing period in San Francisco and Los Angeles, with hundreds of cars on the road.

One of the main goals is to allow drivers for Uber, Lyft and other ride-hailing services to make more money. In fact, Firefly says the average driver in its network makes an additional $300 per month.