I always say the most successful marketers are the ones that look for problems and inefficiencies and implement new ways of thinking to solve them. There are those that follow, blend, and eventually fade, and then there are those that inspire change for the better. Einstein measured human intelligence solely by a person’s ability to change. There has been a trend in our industry that has gained a more than significant following. The time has come to take a step back, reevaluate, and make a change that will eradicate wasted ad spend.