For advertising, I'm also not sure if there's been a lot of progress. Maybe it's because I opted out too much but I have the feeling that ad targeting hasn't become more intelligent, rather the opposite. It's been a long time that I've been surprised at the accuracy of a model tracking me. Sure, targeted ads for political purposes can work very well but are nothing new and don't need any deep learning nor any other "new" technologies.
Where I really see progress is data visualisation. Often dismissed it can be surprisingly hard to get right and tools around that (esp for enterprise use) have developed a lot over recent years. And that's what companies need. No one's looking for a black-box algorithm to replace marketing, they just want to make some sense of their data and understand what's going on.
Is this deep neural networks with the latest technologies?
While yes, deep learning isn't going to solve everything, we'll probably see significant changes in the products available as this technology discovered the past few years makes into the real world.
Most scanners that do OCR and most forms of facial recognition isn't using deep neural networks with transfer learning, YET.
This is not to say that discoveries will continue, winter is probably coming :)
So 95% false positive can be better than nothing but it's nowhere near what trained policemen can do.
I sometimes think that there really was no AI winter as we got other technologies that implemented the ideas: SQL Databases can be seen as an application of many ideas in classical AI - for example its a declarative language for defining relations among tables; you can have rules in the form of SQL stored procedures; actually it was a big break (paradigm shift is the term) in how you deal with data - the database engine has to do some real behind the scenes optimization work in order to get a workable representation of the data definition (that is certainly bordering on classical AI in complexity).
these boring CRUD applications are light years ahead in how data was handled back in the beginning.