Chango Helps Unpack Marketing Jargon With Its “Contradictionary”

If you’ve ever found yourself nodding sagely while speaking with someone who drops terminology like “native advertising”, “KPI”, “responsive design” or “call to action” into their conversation, only to excuse yourself moments later so that you can run to the washroom and look up these terms on your phone, you are not alone.

In fact, in the age of social media, in which the average person has adopted the ethos of branding and marketing into their day-to-day personal lives, it could be said that we are all marketers now. And very much in need of help.

Toronto programmatic advertising firm Chango has released a Chrome browser extension called The Marketing Contradictionary. It highlights and defines marketing speak while you’re browsing web pages.

“This is a fast-changing industry,” said Ben Plomion, vice president of marketing, Chango. “Very few marketers, whether they admit it or not, can keep up with the latest lingo. This is a discreet and fun way to test your knowledge and help you understand myriad of terms that pop up. We also see this being useful to journalists, investors, students and others who have a stake in advertising and marketing, but may not spend their days elbow deep in DSPs and DMPs.”

Things have skyrocketed northward for Chango since its founding in 2008, particularly since it partnered with Facebook in December 2012 to participate in the social network’s new FBX ad exchange.

The Marketing Contradictionary isn’t the only way that Chango has been making itself helpful to aspiring marketers. Last year, it began publication of an actual paper magazine called The Programmatic Mind, which is an invaluable resource for marketers hoping to get their heads around the previously shadowy world of programmatic marketing and real-time advertising.

The Marketing Contradictionary app also has a Quiz feature, which drills you on your knowledge of marketing gobbledygook and scores you accordingly.

Available now for Chrome, Chango plans to release a Safari version in August.