Definition

The art of slicing your audience into neat little boxes so you can target them with laser precision. Marketers love this term because it makes dividing people into demographics sound scientific rather than slightly creepy. Think of it as organizing humans like a well-arranged charcuterie board.

Example Usage

Our segmented email campaign achieved a 47% open rate by targeting millennial dog owners who drink oat milk.

Source: Common marketing terminology

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supply-side platform

Technology that enables publishers to automatically sell their ad inventory to the highest bidder across multiple demand sources. The yang to the demand-side platform's yin, or more accurately, the auctioneer to the DSP's buyer.

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popup

The universally despised website element that appears uninvited like a digital door-to-door salesman, blocking content you actually want to see with newsletters you'll never read. Marketing teams swear they increase conversions while users develop involuntary muscle memory for locating tiny X buttons. The internet's most successful experiment in training an entire generation to have lightning-fast reflexes.

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viewable impression

An ad impression that actually appeared on a user's screen for a measurable duration, as opposed to loading in a tab they never opened. The advertising industry's reluctant admission that billing for invisible ads was perhaps unethical.

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ROI

Return On Investment, or the question that makes every marketer break into a cold sweat during budget meetings. It's the ultimate accountability metric that everyone claims to care about but nobody can accurately measure, making it the Bigfoot of marketing.

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Intermediate

marketing qualified lead

A prospect who's shown enough interest to warrant sales attention but hasn't quite committed, occupying that precious limbo between 'downloaded a whitepaper' and 'actually wants to talk to someone.' The marketing team's way of saying 'we've done our part, now it's your turn' to sales.

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