I've been in digital marketing for seven years, and every campaign brief still starts with the same assumption: more impressions equals better results. But last quarter we ran two ads for the same client—one with a reach of 2.1 million, another with only 340,000—and the smaller one drove 3 times the conversions. That made me question if advertising's obsession with scale is keeping us from actually connecting with people who care. Should we admit that reach is vanity and focus on depth instead?