As ads become more and more ubiquitous, and as advertisers become more and more sophisticated in the use of technology and big data to cut through the clutter, everyone is forced to continue upping their game in order to compete. Against this backdrop emerges Reveelz: an Israeli company that has figured out a way to identify your home address -- and whether you're there -- simply by having you opt into a Web or mobile offer.

The advertising business now changes about every 10-15 years. We're at the tail end of the Media Era, about to enter the Technology Era, which will be unlike anything we've seen in the past.

First, let me go on record as saying that up to this point, I've been a fan of personas. In my past marketing and usability work, I used personas extensively as a tool. But I'm definitely aware that not everyone is equally enamored of personas -- and I also understand why they're not fans. Like any tool, personas can be used both correctly and incorrectly.

Well of course they're "winning," if you call Q1 revenue of over $3.5 billion and nearly a billion daily active users "winning." But I'm talking about winning, about sitting at the poker table with a huge pile of chips in front of you, opposite some dude who's got a huge pile of chips in front of him, and you're holding some kind of good hand, a full house or straight flush maybe, and you decide to go all in. The dude across Facebook's table is Google, of course, and three things are making me wonder where the spoils will go.

Mobile operators' threat to block online ads in Europe, reported last week, was startling. The assumption was that, jealous of the pie they'd been missing, operators would hold Google up for ransom. This could be the start of a new wave of advertising, one where ads are removed and new ones injected in place.

The recent news of AOL being acquired by Verizon created a firestorm of activity in the press, signaling the pendulum shifting. Once again we're hearing "content is king." The fact is, content may be king, but data is the "hand of the king" (to further bludgeon a "Game Of Thrones" reference).

So, Don Draper is now history. Well, actually, he's always been history. He started and finished as a half-century look back at what advertising was. Part of the appeal of "Mad Men" was the anthropological quaintness of the whole thing: "Can you believe they used to do that?" The world -- and with it, advertising -- have come a long way! I wonder, though, what would happen if a similar premise was launched in 2065? What about advertising now would look similarly unacceptable to viewers in the future?

A 1995 book, "Teach Yourself the Internet," shows how quickly the world has changed from that time -- but also provides a clue to a better Web (and Web ads).

On the face of it, yesterday's announcement by the Better Business Bureau that Etsy, Imgur, TWiT.tv, and 247 Sports will increase the level of data collection transparency is a win. On every page where third parties collect data for use in behavioral targeting, these companies will also display a "clear, meaningful and prominent link" explaining more and allowing users to opt out. On the face of it, yesterday's announcement by the Better Business Bureau that Etsy, Imgur, TWiT.tv, and 247 Sports will increase the level of data collection transparency is a win. On every page where third parties collect data …

You think you've seen digital disruption? You haven't seen anything yet. It's just getting started. What's been vertical disruption is about to go horizontal in a big way.