It’s time that marketers took back control of their marketing budgets. For too long we have shoveled money into media buys with the assumption that brand impressions associated with the content our customers consume will help sell more products. In a digital world our display advertising is being ignored far more often than it’s being consumed. With the billions of new webpages published everyday, those numbers aren’t going to go back up, they’re going down. We can’t continue buying what media companies are selling unless we start investing in content that consumers are actually interested in engaging with. That means we need to take a more active role in defining the kind of content we know makes an impact in the purchasing decisions of our audience.