  Vehicle service providers can display commercial ads in their vehicles based
on passengers' origins and destinations to create a new revenue stream. In this
work, we study a vehicle service provider who can generate different ad
revenues when displaying ads on different arcs (i.e., origin-destination
pairs). The provider needs to ensure the vehicle flow balance at each location,
which makes it challenging to analyze the provider's vehicle assignment and
pricing decisions for different arcs. For example, the provider's price for its
service on an arc depends on the ad revenues on other arcs as well as on the
arc in question. To tackle the problem, we show that the traffic network
corresponds to an electrical network. When the effective resistance between two
locations is small, there are many paths between the two locations and the
provider can easily route vehicles between them. We characterize the dependence
of an arc's optimal price on any other arc's ad revenue using the effective
resistances between these two arcs' origins and destinations. Furthermore, we
study the provider's optimal selection of advertisers when it can only display
ads for a limited number of advertisers. If each advertiser has one target arc
for advertising, the provider should display ads for the advertiser whose
target arc has a small effective resistance. We investigate the performance of
our advertiser selection strategy based on a real-world dataset.
