You already see this type of hyper targetted advertising with Waze. Rather then constant ad spam to fund it, they pop quick ad's saying "Hey you're only 5min from a Dunkin Donuts, you should grab a coffee." and if you click on it, it will give you directions to get there. That kind of advertising combined with the directions to further facilitate you acting on the ad is super valuable. Why do you think Facebook and Google are worth so much? They have the data to better target ads.
Forget the benjamins, its all about the data baby!