A transport facilitation system can receive content items for display on driver devices associated with an on-demand transportation service. Using stored driver data for a driver, the system can filter the content items into a filtered subset of content items relevant to the driver. The system can receive location data from a driver device indicating a current location of the driver as the driver travels throughout a given region, and determine a degree of relevance for each of the filtered subset of content items based, at least in part, on the current location of the driver. The system can generate a set of ranked content items for display on the driver device based on the determined degree of relevance for each of the filtered subset of content items, and provide the set of ranked content items for display on the driver device.