If you ever get lost in the sea of marketing jargon permeating the digital advertising industry -- and we know it's hard not to -- there's a new browser extension you may want to try out.
The extension, called "Marketing Contradictionary," highlights marketing terms appearing on web pages and defines them upon a scroll over. The extension is the product of ad-tech company Chango and works with Google's Chrome web browser.
"A lot of marketers are a overwhelmed with programmatic lingo and marketing jargon, so much so they often times contradict themselves when explaining or using the terms," said Chango VP-Marketing Ben Plomion, explaining the thought behind the extension's name.
Marketing Contradictionary was born out of feedback within Chango focus groups in which marketers in New York and San Francisco expressed frustration with the jargon. It took about two weeks to develop, Mr. Plomion said.
The extension defines 500 terms today, with plans to add more. "We are expanding on this list and there's a feature to submit new and confusing terms for prompt deciphering," said Mr. Plomion. A Safari version is also planned for August.
Here's a look at the extension in action, deciphering a (satirical) Ad Age story about Yo:
Chango, an automated ad buying platform, was founded in 2008. The company has raised $18 million to date. The extension does not collect any data from its users, a Chango spokesman said.