So many people that I know have enough money to pay their bills, and very little left over, and they tend to save that money for things like car/house problems. Also, so many people are switching from cable to Netflix for their entertainment (no advertising there that I've ever seen). I really wonder if advertising is still as effective as once thought. I know I mentally block it all out if it's on a site (slashdot gives you a choice if you're logged in, and I love that). I have never ever ever ever seen an advertisement and thought, "Holy shit, that's something that I should get." I mean, I did when I was a kid, but not since.
The key is to send your advertisement to the right person at their moment of greatest receptiveness. Suppose I walk out of a bar at 1AM. My phone knows where I am and what the local time is. Hours of operation data on most businesses is available online. I get a message "I see you have just closed Bob's Bar! Jane's Bar is open until 3AM and we are 2 blocks away! Click this button to put your phone into navigation mode".
Another example is a hot saturday morning. My phone knows location, weather data is easily looked up. I swipe my credit card at an auto parts store 4 miles away from my home at 9AM. A company connects these dots, and sends me an advertisement for 25% off iced coffee at a store on my way home. Will I take that offer? I'm probably starting (or in the middle of) some car repairs when I get home, during the hot day, so I probably would take that offer.
These are the right message for the right person at the right time. The likelihood that I will take their offer is quite high. I may even appreciate they told me about their bar. This is why companies are falling over themselves to get all the data they can about you. Their advertising budget ROI goes through the roof.