I agree, Mitch Joel. Advertising works. It’s just that most of the ads that are let out into the wild are poorly made. A well-crafted and properly placed ad or sponsored content absolutely has the potential to do its job. Especially when the ad creator considers where it will be placed when making the ad; and doesn’t try to fit a 30 second spot into a YouTube pre-roll or try to serve up ads for complex direct response lead-gen forms on mobile devices. As ad creators, we have to begin with the end in mind. Considering the why will immediately increase the chance of success when so many make ads just for the sake of making ads.