The Department of For-Hire Vehicles (DFHV) is dedicated to expanding consumer choice, increasing competition, and improving the customer experience across the District of Columbia’s public vehicle-for-hire industry. To explore the potential of modern, unobtrusive cruising light technology, DFHV is initiating a two-year feasibility study that permits taxicab cruising lights to host public service announcements and commercial advertising. The purpose of this study is to gather essential information regarding the feasibility of real-time, wirelessly updatable messaging. Additionally, this study will allow DFHV to evaluate the impact of these advertisements on passenger and driver safety, public engagement, consumer protection, and local economic activity. The following Terms and Conditions establish the mandatory hardware, software, and operational requirements for participation in this study.

Overall Requirements

1. Each participant must start a pilot with a minimum of 1,000 roof light units which meet the hardware and software specifications described herein.
2. Ability to commence full pilot program participation including all requirements by July 14, 2026, with initial committed advertising revenue in order to allow for an uninterrupted twenty-four (24) month year in order conduct performance measurement and data. To ensure full evaluation period, qualified participants may be approved between the publication of these requirements up until July 14, 2026.
3. DFHV may choose to unilaterally terminate the program at any time during this term.
4. The taxi roof light and/or cruising light may not exceed 20% of the size dimensions described in the hardware standards below.
5. The platform must be cloud-based, grant DFHV access, and provide the ability to send emergency messages, PSAs, Amber Alerts, and other city/neighborhood alerts as instructed.
6. Roof lights must display core traditional taxi light states, including vacant, hired, on-call, and off-duty.
7. Displays must show names and colors for e-hail and dispatch pick-ups and provide functionality to identify taxis participating in future DFHV markings pilots and other programs.
8. Overall reporting and data availability must provide insight to understand potential economic benefits to the industry, specifically maximizing digital Out-of-Home (OOH) ad revenue to generate new income for drivers.
9. Participant shall provide DFHV any tracking, delivery, and verification of data, payments, and reporting which is necessary to confirm the compliance of these terms and conditions.

Roles & Responsibilities

Participant (Software & Service Provider)

1. Connects lights to cloud-based services via an API.
2. Manages ad content, data, and performance metrics.
3. Responds to and closes inbound advertising requests.
4. Creates digitized visual assets and graphics tailored for the required roof light form factor.
5. Collects initial ad revenue and executes agreements to disburse funds to Digital Taxi Solutions (DTS) and drivers.
6. Must provide details DTS allocate funds to drivers at the frequency and amounts directed by DFHV of which the failure to do so could result early termination of the program.
7. Supplies performance reports to advertisers and overall program reports to DFHV as described herein.

Digital Taxi Solutions (DTS)

1. Responsible for the upkeep and maintenance of the new roof lights, if required.
2. Disburses advertising payments to participating drivers once bulk funds are received from the Participant, if required.
3. Provides program feedback.

Taxi Drivers

1. Operate the equipped vehicles.
2. Serve as the ultimate recipients of net advertising revenue once project costs are covered.
3. Provide program feedback.

Minimum Hardware Standards

Category	Specifications
Display	Full RGB colors; 320 x 85 mm size; 16 x 60 resolution; 5.5 mm pixel pitch; 5000 nits luminous intensity; Automatic brightness control via sensor; 120-degree LED vertical viewing angle; <50,000h LED lifespan.
Power	7-28 V working voltage; Average 50 mA consumption; Protected up to 100A; Switch controlled by in-car computer or taximeter.
Size & Weight	154 x 404 x 172 mm (H/W/D); 1.6 kg weight.
Materials	Poly Carbonate (PC) housing; Customized scratch-resistant PC visor; SMD LED-board with high-temp specs; Lead-free, RoHS 6 fully compliant diodes.
Functionality	Automatic and real-time display of messages; Multiple fonts/scroll types; Automatic taxi status indication via LEDs; Alarm function.
Temperature	Electronics and LED operational range: -40°C to +85°C; Electronics and LED storage range: -40°C to +85°C.
Visibility	Visor features low reflection, high contrast glass; Viewing distance < 75 m.
Connectivity	Connected by two miniature, waterproof Molex connectors; Inputs: Bitmap picture and ASCII characters; Serial (RS232) or Bluetooth communication; Smartphone-app controllable.
Protection	Inner case: IP Class 65; Outer case: IP Class 54.
Tests & Certifications	Shock/Vibration: Passed City Crash test (ISO/PAS 11154:2006 up to 8G); EMC/EMF: EN 50498:2010 certified; All electronics RoHS compliant.
Fixing Options	Magnetic Center Fixing; Magnetic Side Fixing; Roof Racks.

Minimum Software Standards

1. Advanced Scheduling, Geo Automations, and External Live API-Data.
2. Ability to create custom images, logos, text content, bitmap content, and dynamic messages.
3. Automatic activation of content (playlists) using external triggers, custom playlists, multi-playlists, and live updates of configurations.
4. Inclusion of company logos in custom content.
5. Dashboard featuring live tracking, driver messages, live PSA messages, and advanced statistics.
6. Device management capabilities (device lists, last updated timestamps) and OTA Firmware updates.
7. Full and robust API library enabling DTS and taximeter integration, advertising data exchange, and a secure data repository.
8. Integration logic must be separately managed with minimal taximeter tablet API integration.

Service and Program Management

Scope of Work	Description
Lead Management	Process and finalize all incoming advertising inquiries.
Creative Production	Adapt digital brand assets and video content for proprietary roof light displays, including digitizing logos/graphics for the hardware.
Payment Disbursement	Manage the distribution of funds to participating DTS providers and their respective full-time and part-time drivers.
Compliance Oversight	Verify that DTS providers comply with program rules and reporting.
Analytics & Reporting	Provide comprehensive data, metrics, and performance reports to advertisers and regulatory bodies.
Pilot Program Support	Deliver regular high-level program reports to DFHV during the pilot.
Support Channels	Provide email support, phone support, and occasional onsite support.

Minimum Standards for Testing and Compliance

Monitoring by DFHV

DFHV reserves the right to perform tests of the service to ensure compliance with the Feasibility Study Requirements Terms & Conditions. If a provider's service fails to meet the defined standards, DFHV will advise the participant and provide an Opportunity to Cure.

Opportunity to Cure

1. Upon notice of a failed test, the participant has 60 days to remediate the conditions.
2. The participant must notify DFHV once they determine the issues have been remediated.
3. DFHV will then perform multiple tests under conditions similar to the initial failure.
4. If DFHV cannot replicate the failure, the non-compliance is deemed cured.
5. If DFHV replicates the failure, the participant receives an additional 30 days to remediate.
6. The participant must again notify DFHV upon remediation, prompting further testing.
7. If the failure cannot be replicated, the issue is deemed cured.
8. If the failure is still replicated, DFHV may deem the participant to not be in compliance.

Amendments to Requirements

DFHV retains the right to issue revisions to these Requirements. To maintain competitive neutrality, DFHV will notify the Licensee of revisions, offering the opportunity to immediately incorporate them into the study. If the Participant declines immediate incorporation, the revisions will automatically be incorporated upon the next applicable Extension Term.

Advertising Requirements

DFHV holds exclusive authority to license and regulate the public vehicle-for-hire industry and possesses general authority to regulate taxicab advertising. The Department of Buildings (DOB) holds the authority to issue permits for taxicab rooftop advertising. All participants must meet the defined standards and receive DFHV approval.

Cost Allocation and Revenue Distribution Requirements

As detailed in Administrative Issuance AI-2026-01, a significant objective of this program is to evaluate how advertising revenue can benefit the entire public vehicle-for-hire ecosystem. Should it appear that the generated revenue is not benefiting the entire public vehicle-for-hire ecosystem, DFHV may terminate this feasibility study. To ensure transparency and allow DFHV to monitor revenue flow, participants must submit a quarterly accounting report detailing all advertiser revenue collected under this study. This report must clearly itemize any funds withheld for hardware cost recovery, ongoing roof light maintenance, any other expenses or payouts, and the final net amounts distributed to participating drivers.

Advertising Data and Metrics Measurement

The platform must track and report the following data analytics, outcomes, and economic measurements:

Category	Required Metrics
Overall Campaign Results	Attributed Revenue Impact; Estimated LTV; ROAS (Return on Ad Spend).
Attribution	Total Conversions; Web visits; Store visits.
Exposures	Estimated Exposures; Exposure Frequency; Unique Device IDs.
Conversions	Estimated Conversions; Conversion Rate; Average Time to Convert.
Web Analytics	Conversions; Conversion Rate; Frequency before Conversion; Average Time to Convert.
Sitewide Analytics	Added to Cart; Search; Purchase.
Footfall Analytics	Conversions (Downtown and Districtwide); Conversion Rate; Average time to Convert; Location List/Store Attribution.
Segmentation	Top Converting Units, Vendors, POIs, and Advertisers.
Lift & Integrations	Casual Lift (Actual vs. Expected); Halo Effect Measurement; Performance marketing source integration (Google Ads, Google Analytics, social media including Facebook, Instagram, TikTok); Brand Lift.
Ad Spend Reports	Filterable by Advertiser, Campaign, and Timeframe (Daily, Weekly, Monthly); Event Based reporting.
POI & Delivery Metrics	POI-based spends; Number of taxis in campaign spend; Number of taxis in campaign delivered; Breakdown by day segments (morning, afternoon, evening, overnight).

Financial Compensation

DFHV will not pay or receive any money as part of this program. Participants are responsible for all costs associated with their participation, including but not limited to the roof lights, cost of installation, software licenses, additional personnel, training, administrative costs, whether or not the feasibility study runs its contemplated 26-month term or is early-terminated by DFHV.

Approval Process

To submit interest and receive participant approval by DFHV, submit this form addressing a complete response to each section and subsequent numbered list of the above requirements and terms & conditions. Once full and complete applications are received, a response or follow up questions will be sent to verify an applicant's ability to meet all program requirements. Deadline for approved inclusion in the pilot study is July 14, 2026.