New internet technologies allow online users to create content. Some of this content is brand information that traditionally developed and promoted by advertising agencies. Agencies have reacted to this phenomenon in different ways: some embrace it, some ignore it, and others encourage employees to act as consumers in developing content, perhaps in questionable ways. This essay presents a concept called confluence culture to describe the changes that the advertising industry is currently undergoing relative to the rise of digital culture. We argue that all advertisers, in order insure their relevancy, must recognize the role confluence culture plays in their work.