Firefly

Firefly is a Google Ventures-backed digital out-of-home (DOOH) firm that specialized in providing high-resolution smart screens for taxis and ride-sharing services. The firm's hardware is backed by an advertising platform through which marketers can deliver hyper-targeted brand experiences. Its platform can trigger dynamic content based on a variety of metrics like location, demographics, traffic patterns, and time of day. In February 2021, the firm launched Street.IQ, which it claims is the first live data measurement and optimization solution for DOOH, enabling marketers to monitor and measure DOOH campaigns in real time. During the same month, Firefly entered the premium brands market with the launch of Tesla-Top campaigns in partnership with luxury brands such as Swarovski and David Yurman. 

The firm also executed several acquisitions to expand its geographical presence. The most notable was its acquisition of Curb Taxi Media, the largest taxi ad platform in the US, which it acquired in June 2021, adding 10,000 new top-of-car screens to Firefly’s network. 

Key customers and partnerships

The firm's ad solutions are available in several leading cities in the US including New York, Chicago, Las Vegas, Los Angeles, and San Francisco. 

The firm delivers its AdTech solutions in partnership with drivers for Uber, Lyft, and other taxi and ride-hailing services. The drivers have the opportunity to earn additional revenue, which can be tracked via Firefly’s mobile app. Through its city partners program, it donates 10% of its total advertising inventory, which is used for public service announcements (PSAs), AMBER alerts for search and safe recovery of missing persons, and other community-based informational needs.