With improvements in mobile information and communication technologies (ICT) and the increasing presence of innovative mobility services such as car-sharing, bike-sharing and ride-sourcing services, regional planning organizations (MPOs) critically consider these travel options in their strategic planning. The transportation modeling community increasingly view these scenarios as two-sided markets, where the service providers (suppliers) endogenously adjust their aspirations and behavior in relation to a dynamic traveler demand response. We adopt this two-sided market perspective in modeling the matching process for a ride-sharing service, where drivers match with riders through a bidding process.