Word watch

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.