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Photo: Justin Sullivan/Getty Images

Some Uber drivers have independently been putting ad displays on top of their cars, but now the ride-hailing company has teamed with startup Cargo for a small test of officially deploying ads to drivers in Atlanta.

Why it matters: This could be a new revenue source for Uber, which has been under heavy pressure to move towards profitability.

The details: Drivers who put the ads on their cars can make $40 for their first 20 hours of driving each week, with an extra $10 for every five additional hours, with a maximum of $150 per week. There's a $150 security deposit as well.

  • The displays are provided by Cargo, a New York-based startup and existing partner best known for its boxes of snacks and other items that ride-hailing drivers can sell to passengers for extra cash.
  • Like the snack boxes, the ad deal can help drivers make more money and offset some of their frustration with declining earnings.
  • "This is a very limited pilot, which we would look to expand only if successful," an Uber spokesperson told Axios.  

The intrigue: As part of Uber’s partnership with Cargo for these car tops, Uber, as well as Cargo, will get a cut of the advertising revenue, Axios has learned.

Go deeper

Updated 42 mins ago - Politics & Policy

Trump sues National Archives, Jan. 6 committee to block records request

Photo: Chip Somodevilla/Getty Images

President Trump filed a lawsuit Monday seeking to block the National Archives from releasing White House records to the House select committee investigating the Jan. 6 Capitol insurrection, citing executive privilege.

Why it matters: It's the latest escalation in Trump's campaign to disrupt the committee's sweeping probe into the circumstances surrounding Jan. 6, including his actions and communications leading up to the Capitol attack.

UNC race conscious admissions process upheld by judge

Students walk through the campus of the University of North Carolina at Chapel Hill on Aug. 18, 2020 in Chapel Hill, North Carolina. Photo: Melissa Sue Gerrits/Getty Images

The University of North Carolina at Chapel Hill can continue its race conscious admissions process, a federal judge ruled on Monday.

Why it matters: The case could end up in the Supreme Court after the conservative nonprofit Students for Fair Admissions (SFFA) vowed to appeal the judge's ruling that UNC didn't discriminate against against white and Asian American applicants in its policy that it said was designed to increase diversity.

SEC debunks conspiracy theories about meme stock mania

Photo: Alessia Pierdomenico/Bloomberg via Getty Images

The SEC issued its long-awaited report on the meme stock mania, which downplayed the narrative that a "short squeeze" was the primary driver behind GameStop's historic stock moves — and shot down conspiracy theories about the event.

Why it matters: The postmortem was highly anticipated, largely because of what it could hint about what the regulator thinks should be done in wake of the saga. But the report stopped short of specific policy recommendations.