According to Forbes, Firefly has raised a total of $21.5 million in seed funding from NFX, Pelion Ventures, Decent Capital, and Jeffrey Housenbold.

Firefly's vision is to turn the ridesharing cars (and delivery drivers) into roving billboards. Through dedicated city partnerships, the firm is offering its platform to help cities generate a variety of smart city data, which ranges from block-by-block air quality to pedestrian movement. Firefly has committed 10% of its inventory to nonprofits, regional governments, and social causes.