About us
About TheKoi
We turned the rear window into a billboard.
We Turned the Rear Window Into a Billboard.
Every day, millions of vehicles crawl through Toronto's busiest corridors — and every one of them has a rear window that nobody's using. TheKoi changes that.
We built a transparent LED display that mounts to the inside of any vehicle's rear window. No roof racks. No magnets. No damage. Just plug it into the cigarette lighter, and the city becomes your canvas.
For advertisers, it's the most targeted, measurable, street-level advertising channel in the country. For drivers, it's passive income — earned by doing what they already do. For the city, it's a smarter, safer, more accountable way to put messages in front of the people who actually act on them.
TheKoi isn't a billboard company. We're a mobile advertising platform — GPS-enabled, cloud-controlled, and built to turn every commute into a campaign.
Our Mission
To build the most intelligent mobile advertising network on the road — one that delivers real impressions to real people in real time, while putting money back into the pockets of everyday drivers.
Our Vision
A city where every vehicle on the road has the potential to be a revenue-generating, data-powered media channel — and where advertising moves with the people it's trying to reach, not the other way around.
What We Do
TheKoi is a vehicle-mounted digital advertising platform. We place a compact, transparent LED display on the inside of any vehicle's rear window — powered by the cigarette lighter, managed through the cloud, and tracked by GPS.
It targets the drivers and passengers sitting directly behind you at every red light and in every traffic jam. It knows where it is, triggers ads based on proximity to an advertiser's location, and deactivates automatically near schools, hospitals, and emergency zones. It works on any car, SUV, pickup, or van. It doesn't touch the exterior. And it turns off with one tap.
For advertisers: geo-targeted, measurable, street-level impressions at a fraction of billboard pricing. For drivers: passive income for driving routes they already drive.
Why We Exist
Out-of-home advertising is a $40-billion industry built on formats that can't move, can't target, and can't tell you who saw the ad. Meanwhile, 80,000+ rideshare and gig drivers in Toronto alone pass through the city's highest-traffic corridors every day with the largest unused ad surface on the road: the rear window.
TheKoi exists to close that gap — turning every commute into a campaign, putting money back into drivers' pockets, and giving advertisers a channel that moves with the audience instead of waiting for them to walk by.
Toronto is where we start. It won't be where we stop.
Our Values
Driver-First, Always
Our drivers aren't contractors we tolerate — they're the infrastructure we're built on. Every product decision, every policy, and every compensation structure starts with the question: does this respect the driver's time, vehicle, and autonomy?
Advertising That Earns Attention
We don't believe in visual pollution. We believe in advertising that's relevant, well-placed, and delivered at the right moment to the right audience. If an ad isn't adding value, we'd rather not show it.
Built to Be Questioned
We operate on public roads, in public view, in a space that touches municipal regulation, driver safety, and advertiser trust. We don't shy away from scrutiny — we design for it.
Data Without Compromise
We collect GPS and impression data because our advertisers need it and our platform depends on it. But we do it within the bounds of PIPEDA, with full transparency, and a strict policy against selling PII.
Small Business Belongs Here
TheKoi was built for the restaurant on Queen West, the barbershop on Ossington, and the physio clinic on Bloor. Entry-level pricing with geo-locked targeting means the local economy gets access to the same technology national brands use.