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Lost in Translation: The Problem with Ad Tech Jargon

A new tool to help advertisers get down to business in programmatic marketing


This article first appeared on Digital Market Asia.

Are you wary of digital speak? Is your understanding of ad tech obscured by all of the tech talk? At Sociomantic, we feel it’s high time to get past the jargon and get down to business.

Unfortunately for advertisers, the world of digital media has birthed a new breed of talk — a complex lingo full of three-letter-acronyms (alas, “TLA’s”) borrowed from marketing, advertising, media, programming, computer science and mathematics. The fusion of terms from such diverse origins has left many marketers drowning in a language that is as difficult to understand as the technology behind it is to build!

Languages evolve as we progress, and in an industry as fast-paced as the digital advertising ecosystem, one can only say that evolution takes place very rapidly.

Bust the jargon, before the jargon busts you

Like every industry, digital advertising comes with its own set of acronyms and vocabulary, and if you’ve been in the industry long enough, this jargon can go in your ears and come out of your mouth without a second thought.

Marketers who are not steeped in digital might not have the same level of familiarity. For example, terms such as those used for pricing models (CPM, CPC, CPA/L/O and more) can baffle those who are new to or unfamiliar with the industry, and one day spent at any digital marketing conference is enough to leave your head spinning.

Advertising technology (“ad tech” for those in the know), for all its might, can be confusing enough in its complexity before you add the complication of the dictionary that comes with it. While this intersection of science and advertising is truly impressive when put to good use, some would-be adopters end up being intimidated by shop talk rather than grasping the full potential of the technology.

That’s why we at Sociomantic have put decided to help marketers bust through the jargon barricade with our new Programmatic Jargon Buster.

Download the PDF version.

The Programmatic Jargon Buster is our contribution to fighting this battle against jargon. In this guide, marketers can find an A-to-Z of digital definitions, ranging from the common terms to some more obscure selections. Our goal was to help marketers who might be new to or unfamiliar with our industry to shine a light into the digital darkness, so that they can realise the true power of the digital machinery behind the jargon.

Did we miss a term? Don’t worry, we’re constantly updating this guide, so email us with the term you’d like defined and we can add it!