SAN DIEGO (KGTV) - Ads may be playing right in front of you the next time you take a ride in an Uber or Lyft.
The people putting them out say you won't grimace, but actually want to pay attention.
The ads are coming in a new San Diego-based app called RIDEPLAY. Joe Dominguez, president of RIDEPLAY, said the ads will make you laugh, save you money and show you new movie and show trailers.
“When you get in the car, you're actually seeing some really funny stuff, some really entertaining stuff; we want to make sure we entertain the rideshare passenger," Dominguez said.
The company is offering local rideshare drivers 5 cents a mile to run the app on iPads in their backseat. Lynda Baker, who drives full time, said she's earned $600 with the app since January.
"I actually use it to pay my cell phone bill, and now it's going to be my car payment," she said.
The app has ads for Gaslamp Quarter bars, restaurants and tours. One page offers $1 glasses of wine at a wine bar in Little Italy.
In a blog post, Lyft says it discourages drivers from running ads because they can be offputting but doesn't stop them. Uber didn't immediately respond to a request for comment.
Dominguez said passengers can turn off the app, but he's confident they won't.
Coming soon for RIDEPLAY will be a Snapchat feature and games.