According to The Wall Street Journal, ride-hailing companies Uber and Lyft “say people are receptive to their ads,” with customers “less likely to cancel” their rides if they’re distracted by advertisements while they wait.

Uber has been cramming ads wherever it can, but it doesn’t work everywhere. The Journal writes that people hated them in push notifications so much that Uber cut those out in under a day, but folks don’t mind movie trailers on in-car tablets.