Octopus Interactive/T-Mobile Rideshare

Octopus Interactive (operating as Play Octopus, and acquired by T-Mobile's advertising business) runs what it describes as the largest national network of interactive screens inside rideshare vehicles. The company supplies seat-back tablets to qualified Uber and Lyft drivers, giving passengers short games such as trivia and photo-hunt that are interspersed with full-motion video advertisements and interactive calls-to-action. For drivers, the tablets are positioned as a way to improve tips, ratings and earnings while enhancing the passenger experience.

For advertisers, the platform offers a captive, location-aware audience with proprietary passenger-detection technology intended to confirm that ads are seen by real riders, plus measurement and interactive engagement features. Octopus inventory has been made available programmatically through partnerships with DOOH marketplaces (for example Place Exchange), enabling omnichannel DSPs to buy and measure rideshare screens alongside other digital channels. The company has run campaigns for major national brands across categories including entertainment, retail, telecom and travel.

Following its acquisition by T-Mobile, Octopus continues to operate its interactive rideshare DOOH product. The format blends transit and place-based out-of-home characteristics, delivering geo-targeted, gamified advertising to riders during their trips across many U.S. metropolitan markets. It represents a technology-forward, interactive segment of the digital out-of-home ecosystem.