So this guy Kenan Saleh, he's a college student and decides to build this rooftop advertising company.

So this guy Kenan Saleh, he's a college student and decides to build this rooftop advertising company. And the focus is on Lyft and Uber drivers. So taxis had been doing this for decades, right? You see a NYC taxi, it has like a little paper ad inserted on top in the box, like a Broadway show. Nobody had digitized that. So nobody could like use a screen and update the ad every few hours or whatever. So he and his co-founders find a supplier in Alibaba that's already making these rooftop digitally enabled boxes for taxis, but in Southeast Asia. So they just import them to the US and then they just go and approach Uber drivers at airports, right? When they're waiting to pick up passengers, they say, hey, we'll pay you if you put this on your car. Obviously, trying to supplement their income. They do it. They sign up a bunch of cars and they get some pretty big advertisers too who are down to run ads on these Lyfts. Then Lyft just steps in and acquires the entire company 7 months after it was started. They hire the co-founders, they make them like executives and they have them grow this division and now it's huge. So Lyft doesn't reveal numbers, but Uber's ads business is going to be worth $1 billion a year next year. It's pretty insane that these college kids predicted how big advertising would be to these rideshare companies. They definitely got a win as a result.