“As agency people, digital or otherwise, we can be a little cavalier about our own media habits. We create television commercials and use DVRs to obliterate them from our sight. We create banners and microsites that we never even visit. The days of people waiting to receive our messages are over. The only proof you need is in your own behavior. What was the last television commercial you watched or banner you clicked on? We comfort ourselves with the soothing refrain of “we are not the target” or “they’re not like us.” The good news is that they are more like “us” than ever before, and it would be richly rewarding to treat the people we are marketing to the same way we wish to be treated.”