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Ride-sharing has taken Uber and Lyft only so far. Both believe their futures will be a lot brighter by sharing data on their passengers.

After years and years of struggling to turn consistent profits as people-movers (and food deliverers), the ride-share leaders realized their apps were perfect vehicles to drive in-house advertising businesses. It's a tale nearly as old as Silicon Valley: When all else fails, there's always money to be made sharing user data (especially ultra-valuable location-specific data) with the mad men on Madison Avenue.

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Source Fool.com