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

Consumers aren't machines, and they need a label that represents them better than "user." Getty Images

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.

@adamaslatei Adam Cohen-Aslatei is managing director of Chappy.