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Anybody who has plopped down in the back of a taxicab has probably found their gaze drawn to the TV screen bolted to the seat backs, playing an endless loop of news snippets, late-night monologues, and local commercials.

Now several startup companies are hoping to bring in-ride video advertising to Uber and other car services that are hailed via smartphone apps. And they’re forging ahead even though Uber, the most powerful company in the market, does not love the idea of outsiders putting ads in its customers’ faces.

Uber, of course, is a paragon of determination, having built a multi billion-dollar business by plowing past intense opposition from the entrenched taxi industry.

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