The document discusses how mobile technology can improve advertising by making it smarter and more targeted using location, needs, and identity information. It argues that traditional advertising is often disruptive, misguided, and flat. However, mobile allows for advertising that provides solutions to customers rather than just shouting messages. If done right through smart, targeted ads on mobile, advertising can approach customers in a better way and mobile will act as a conduit between customers and solutions rather than just a medium for push messages.