It’s Time to Swap ‘User’ for the More Personal ‘Consumer’
The impersonal term is being phased out by companies like Facebook, Microsoft and Square
Our industry is addicted to jargon. APIs, programmatic, DMPs, DSPs, PMPs, backfill—all of this technical language is fine when we’re talking about machines, but it overlooks the most important part of the ad tech equation: people. Although we talk the talk about ad personalization and people-based marketing, widely adopted industry terms like “users” feel anything but personal.
