Uber is taking its fight with Mayor Bill de Blasio to the airwaves. The popular ride sharing service, valued at $40 billion, is using a new TV ad to accuse the mayor of being in the pockets of the big yellow taxi companies.

City officials have said they want to limit the number of new Uber cars coming on the streets so they can study what effect thousands of new Uber drivers are having on traffic congestion. 

"New Yorkers deserve a real examination of whether Uber drivers are treated fairly; whether customers are protected against discrimination; whether Uber and other for-hire services will provide accessibility for the disabled, which they don't do reliably today; and whether New York City streets will become even more clogged as tens of thousands more vehicles enter the market," said First Deputy Mayor Tony Shorris in a statement.

But Uber rejected that saying in the ad that de Blasio's policies could hurt potential passengers and Uber's so-called "driver-partners" by "killing thousands of jobs across the city." 

The company is also targeting council members with direct mailers. And a new "de Blasio" feature on its app projects increased wait times if the cap is instituted. The city says the proposal won't hurt existing Uber service.