This document discusses the rise of SoLoMo (social, local, mobile) advertising and its implications. It notes that advertising is becoming more personalized through mobile phones and platforms like Facebook that pull in user data. However, it also raises privacy as a major challenge going forward as more "data is the new oil." Overall, it advocates that for advertising to be truly "awesome" in this new era, it needs to embrace principles of relevancy, augmented reality, gamification, and most importantly trust through openness and transparency in how users' data is used.