Jargon is a plague that has ravaged the marketing and media industries. Too often internal, insidery lexicon is used as a way to mask processes and befuddle the masses. To aid our collective comprehension, we’re releasing an updated version of the Digiday Dictionary, a collection of de-mystified phrases, nouns and concepts favored by thinkfluencers, creatives, publishers and ad tech wizards. If you’ve got more you want to see added to the list, tweet them at us.

Agency of record: Fall guy

Agency review: Free ideas

Branded content: An ad

Brand newsroom: Marketers with J-school degrees

BuzzFeed: Media for millennials living at home

Circle back: Send yet another unsolicited email

Close the loop: Get the credit card number

Collaborative creative company: Cheap agency

Comic-Con: The new SXSW

Consumers: Humans

Content studio: Copywriters with J-school degrees

Cord-cutters: See: Millennials

Cord-nevers: Gen Z

Dynamic creative: Retargeting

Engagement: When you get a person to like, favorite or comment

Facebook: Your parents’ social network

Gawker: A New York City-based Socialist collective

Google Glass: Ghost town

Idea consultancy: Agency

Idea factory: Agency

Incognito mode: Porn tool

Influencer: Idiot teenager with more than 1,000 followers

Internet of things: Tweeting toilets

LUMAscape: Clogged arteries

LinkedIn: Email marketing company

MCN: A YouTube ad network + branded content studio + talent management firm (but don’t call them an MCN)

Mashable: Tech news without the tech

Mic: Watered-down news for snake people (See: Millennials)

Millennials: Snake people marketers love

Mobile World Congress: Apple’s no-go zone

Mobile-first: Slept through first 10 ‘years of mobile’

Multiplatform: Can’t get it right anywhere

Native advertising: An ad

OTT: TV you don’t have to pay (the cable companies) for

Oculus Rift: Porn tool

Omnichannel: A buzzword that’s impossible to correctly use in a sentence

Periscope: Piracy

Pivot: “Hope it works this time”

Point of purchase: Cash register

Premium video: Publishers reaching to get more ad dollars for their video

Publisher: Anyone with an Internet connection

‘Real time’ content: An image you see 10 minutes after the joke is over

SXSW: A waste of time

Sequential targeting: where retargeting should have been five years ago

Slack: Unsolicited GIF machine

Snapchat: “We’re more than dick pics!”

Sponsored content: An ad

Storytelling: An ad

Surprise and delight: The same thing we did last year

Television: The big screen in your living room connected to your Apple TV

Twitter: Mob rule

Vice: An ad agency based in Williamsburg, Brooklyn

Viewability: Good luck with that

Vine: Six seconds of … six seconds of … six seconds of …

Viral: “Post it to YouTube”

Vox: Media for millennials with jobs

YouTube stars: (Rich) teens with a webcam