Malaysian start up Rodeo is turning Uber rides into a targeted ad opportunity

In some cities a ride in a taxi can take some time and Malaysian cities like Kuala Lumpur are no exception. Where in places like London and New York, traditional taxis have long included screens in the vehicle, the increased use of services like Uber means these are a diminishing opportunity.
Until now.
Rodeo, a Kuala Lumpur-based business, has launched a system which plans to put screens into cars that use new systems like Uber and Grab. The system effectively creates digital out of home (DOOH)