What’s The Most Over-Used Buzzword in Advertising?

June 22, 2022

There’s plenty of talk these days about the demise of cookies – from the impact on martech stacks, to data onboarding and budget re-allocations. But this topic is not quite the most overused buzzword in advertising, at least according to a new report [download page] from Mediaocean. Instead that dubious distinction goes to the term “transparency.”

For the report, Mediaocean – via TechValidate – surveyed 638 respondents representing brands, agencies, media companies, measurement firms, tech platforms, and other marketing industry constituents. Respondents were presented with a short list of buzzwords and asked to identify the one they felt is most overused.

About 1 in 4 (24% of) respondents chose “Transparency” as their most overused buzzword. This is a key topic from marketers that’s used in several areas, but most often appears to be applied to concerns in programmatic advertising and media partnerships.

Following “Transparency” was “Cookieless” / “Privacy-safe” for reasons mentioned above, cited by 21% share of respondents. Also getting a fair share of votes was “Future-proof” (17%), ahead of “Algorithm” (12%). In an environment where “Cookieless” is a buzzword, it’s not surprising to see “First-party”/”Second-party”/”Third-party”/”Zero-party” data also getting the pick from 11% of respondents. Finally, some 11% of respondents are mostly tired of hearing the term “brand purpose” being bandied around.

Most Impactful MarTech Innovation for Advertising

It may not come as a surprise that respondents to the survey consider measurement improvements centered on non-cookie methods to be the marketing technology innovation they believe will be most impactful for their advertising this year, with 26% saying as such. By comparison, 22% share said that improvements in integrated media planning and execution would be their top innovation, while 16% pointed to improved ad opportunities in emerging channels and 13% to artificial intelligence (AI) and machine learning (ML).

The last time this survey was conducted, in Q4 2021, when multiple answers were permitted, converged TV measurement/planning was third on the list. However this time around, when only a single choice was allowed, converged TV fell to second-last on the list.

Meanwhile, as for emerging cookieless identity solutions, 11% of respondents said they were confident in their viability, while half (50%) are somewhat confident. The remainder are either not confident (23%), worried/rather concerned (5%), or have no idea what’s going on (11%).

For more, download the report here.

Explore More Articles.

Marketing Charts Logo

Get more charts in your inbox.

Sign up for our free newsletter.

You have Successfully Subscribed!

Pin It on Pinterest

Share This