Word watch

New Zealand Marketing - - Shorts -

NON­IN­TEN­TIONAL TRAF­FIC

(NIT):

Dodgy ‘ghost pub­lish­ers’ gar­ner­ing non­hu­man traf­fic and gim­micks like mak­ing full URLs open in hid­den pix­els as browsers look at le­git­i­mate sites are, ac­cord­ing to a new IAB task­force set up in the US to counter online me­dia fraud, “pol­lut­ing the dis­play ad­ver­tis­ing ecosys­tem and thwart­ing most ef­forts to ac­cu­rately mea­sure the medium

for ef­fec­tive­ness”.

MEA­SURE

BA­TOR

Mar­keters, agen­cies and those in the cult of mea­sure­ment who are fo­cused on get­ting more data, rather than ac­cu­rately analysing the data they al­ready have. To para­phrase Mal­colm Glad­well,

sell­ing shit is a mys­tery, not a puz­zle.

COMMUNITING

Another hor­ri­ble

ne­ol­o­gism/ port­man­teau coined by Will I Am for a piece in Ad Age. Ap­par­ently, it’s “about COM­MU­NI­CA­TION

be­tween peo­ple and com­pa­nies that en­ables or sus­tains a COM­MU­NITY”. Fair enough, but re­mem­ber: com­bin­ing two words is al­most

al­ways douchey.

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