Like a broken clock, digital marketers only get it right some of the time. They want to change that. A broken clock is right about .14% of the time -- only slightly worse than click-through rates, if that's your metric of choice. Or perhaps you're adopting viewability as the key metric. But even then, you're losing more often than you're winning. If you're really avant-garde, maybe you're thinking of time itself as a metric, a school of thought that apparently became huge overnight.