What defines success in a paid influence campaign? Is it reach or advocacy?

While many would claim the latter, most campaigns seem to depend on the metrics of the former. Which is a real problem when you go around claiming earned impressions that you've paid to get.

My latest article is up on the Ad Age website on just this subject. I'll reprint it here eventually, but for now, enjoy the inevitable discussion and debate that is sure to ensue from this one over on their site.