Ride-hailing app Uber has launched a new feature which will let third party app developers deliver content to passengers while they’re travelling.

The feature called “Uber Trip Experiences” would be specifically tailored to the passengers location and the length of their ride. The third party app will ask permission from the Uber user to get details about their trip including:

• That they may have free time (they are on a trip with Uber)
• The state of their trip (arriving/in progress)
• How much time they have (estimated time to pickup and destination)
• Where the Uber is at the moment (current location)
• Where they’re coming from (pickup location)
• Where they’re going (destination location)

Using this context, the developer can send innovative experiences to the Uber user while they’re on a trip. Some examples of experiences include sending news bulletin, a playlist which last the duration of the trip or reviews for the restaurant or bar you’re travelling to.

Head of product for Uber’s development platform Chris Saad said in the company’s blog post: “During the holidays, we completed our billionth trip.  Added together that’s a lot of time riders spend in an Uber.  Which got us thinking … what if developers could also offer users of their apps new ways to enjoy themselves — or get stuff done — while they’re on the road?