Uber to allow advertising to back-seat captive audiences

The service will allow third-party apps display content within the Uber app, during a passenger's trip.

As the article hints at, this could go one of two ways—really useful or really irritating, depending I suppose both on the content served to you and your disposition. Uber is aiming for this to be useful and enjoyable which is why it's putting control over what passengers see firmly in their hands.

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