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Taxi Industry Leader Teams with New Tech Company to Roll out next Generation Digital Passenger Platform

April 25, 2017


National rollout of the next generation of digital entertainment, content and advertising systems in taxis has begun on the streets of Denver in a collaboration between taxi industry leader Robert McBride, President and CEO of Metro Transportation Planning and Solutions Group, and Edison Interactive, a new Denver-based tech firm specializing in cutting edge out-of-home advertising platforms.

“This is a game changer for fleet operators and passengers. In my 33 years in the taxi industry, I haven’t seen anything that adds as much value both for taxi passengers and for operators,” said McBride, who previously led the Taxicab, Limousine, and Paratransit Association (TLPA), the industry’s largest trade group, with thousands of members.

“It’s a win-win for fleet operators in that there is no cost for installation, it generates revenue for the taxi operator, and it’s a major improvement in passengers’ backseat experience.The market potential is huge as it offers advertisers a new revenue model that targets millions of potential passengers,” said McBride. Initial installation of the screens will take place in 900 taxis in the Denver Metro Taxi and Denver Yellow Cab fleets.

Edison’s dynamic in-ride digital technology provides passengers with tremendous benefits, such as; real-time interactive content, free Wi-Fi stations and charging ports for mobile devices, games, and even discounts from local businesses. For advertisers, Edison’s proprietary platform is taking the category of Digital Out-Of-Home (DOOH) advertising to the next level with it’s programmatic capabilities. The new technology allows advertisers to bid on inventory in taxis in real time, similar to how most advertising is purchased online these days. Edison’s geo-fencing capabilities also allow advertisers to target passengers with relevant content based on where the vehicles are in operation.

“Robert McBride and Edison Interactive are using technology to break new ground in this industry by creating a new economic model for operators and upgrading the passengerexperience in a big way,” said Jeremy Ostermiller, CEO of Edison Interactive. “We are very excited to partner with Robert, who has been a recognized innovator in the taxi industry for a very long time.”

Edison Interactive plans to roll out 20,000 devices in taxis across the country over the next 18 months. The Edison Interactive technology, which features custom video displays connected to mobile broadband and proprietary software, is designed to be the focal point of every taxi ride. Edison is the world’s first programmatic advertising platform designed to operate in taxis and other mobile passenger environments.