The Digiday dictionary: Deconstructing media and marketing’s buzzwords

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Meaningless jargon and lazy buzzwords have plagued the media and marketing industries for decades, and the problem only seems to be getting worse. With that in mind, we’re releasing the third edition of the Digiday Dictionary. Whether you’re trying to baffle someone into buying something they don’t need, decipher something your vendor told you, or simply cover up for having no idea what you’re talking about*, this guide will have you covered. (*Actual results may vary)

Ad exchange: Cheap ad space

Ads.txt: List of people we think we can trust

Agency of record: Scapegoat

Brand newsroom: Marketers with journalism degrees

Brand safety: Screenshots

Branded content: Native advertising that’s more expensive

Consent management platform: Something we say we use so we don’t get fined

Consultancies: Agencies with suits

Consumers: People

Data: Email addresses

Digital agency: Website sweatshop

Display: Banners

Engagement: Likes

Facebook Watch: Animal videos

GDPR: We’ve updated our privacy policy

In-house: Dedicated agency group

Long-form: 15 minutes, tops

Native advertising: Branded content

Pivot: Desperation

Podcast ad measurement: Discount codes

Premium video: Netflix

Privacy: An illusion

Publisher commerce: Amazon links

Social agency: Tweet sweatshop

Sponsored content: Text ad

Subscriptions: Last resort

Transparency: Insertion orders

Video audience measurement: A tax a publisher pays to take meetings with TV ad buyers

View views: Autoplay

Viewability: Bigger ads

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