Forget about self driving cars - the real killer application of deep learning is mass surveillance - there are big customer for that (advertising, policing, political technology - we better get used to the term) and its the only technique that can get the job done. 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…
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.