Contributor Jonathan Gardner has some suggestions: give consumers choice, control and relevance; give them content and keep your strategy simple. Says Gardner, "Let’s move away from strategies and metrics that aren’t really relevant for branding. Brands always look for some kind of number and stat to justify their online spend -- CTR, view-through, attribution, 'likes.' Does that make sense at all? Did brands worry about measuring the impact of a full-page spread in Vogue back in the day? The issue is over thinking the numbers and not thinking enough about advertising in the interest of consumers."