Why on earth is an advertiser operating bikes?
The city of Paris lets him use its outdoor displays for free. It seems the only advantage for the mayor is that he can claim the bike system works at no cost. This is probably the reason why he lets the advertiser keep secret the amount of his revenues from the displays. That barely honest financing scheme looks like the main problem.
It's funny; I've lived in both Paris and Seattle, two cities which have the expensive and difficult-to-maintain electronic public toilets which automatically clean themselves after every use. The ones in Paris are run by JCDecaux (same company who is doing the bike rentals), and although they are dreadful to use, they work (and have worked) for years.
In Seattle, the city was approached by JCDecaux to build public toilets in exchange for putting advertising near them, but were refused. Seattle decided instead to use millions of taxpayer dollars to form their own ad-free version. The toilets rarely worked (and in any case were constantly occupied by crackheads). 2 or 3 years later, the city cut their losses and unsuccessfully tried to sell the toilets on eBay.