Trust the funnel

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In 2024, Joseph Forsyth, Programmatic Manager at dentsu, famously pioneered the term Trust the funnel! To describe how the stages of a programmatic campaign are interlinked in order to drive performance.

The phrase underscores that each stage relies on the preceding one for success.

Marketers should be cognisant that no stage can stand alone without the foundation built by the previous stages.

“I can’t believe they briefed me on a reach campaign and then paused it for lack of sales! Why didn’t they trust the funnel”

“I can’t believe they’re running a CTV campaign to drive conversions. That’s not how trust the funnel”

Trust the funnel by media jargon October 24, 2024

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mormon assault vehicle

another term for a station wagon, mini-van, or any other kind of vehicle that is targeted at the "family" demographic(also M.A.V.)

"Tactical advantages aside, the M.A.V. is top of the line for the holy warrior troop transport manufactured by the Church of Latter Day Saints Military Industrial Complex. Also great for family trips...to heathen lands."

mormon assault vehicle by KVRX January 10, 2005

Word of the Day on August 22, 2026

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Shakira Law

A version of "Sharia Law" that Reform Ltd supporters tend to refer to, often by mistake.

Richard Tice of Reform now lives in Dubai, under Shakira Law, although telling Brits that we should worry about it

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Word of the Day on August 21, 2026

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Overstand

To understand a topic or statement to the highest extent.

Leroy, after being told the tenth time by his sister, did overstand her idea of robbing the 7-11.

Overstand by Elf Eater March 23, 2003

Word of the Day on August 20, 2026

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minimap

A map that mostly tells you where everything is

Friend 1: Follow me there is a player nearby
Friend 2: How do you know?
Friend 1: Minimap

minimap by LeWord January 13, 2015

Word of the Day on August 19, 2026

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Pink Cloud

12 step recovery jargon referring to someone new who talks about how great life is, now that they're sober. Usually meaning that the person is out of touch with reality.

The new guy seems pretty happy for a dude who has no job, no money and no family. He must be on a pink cloud.

Pink Cloud by toniwithaneye November 24, 2006

Word of the Day on August 18, 2026

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Dotard

An aging individual who has long lost the ability to make rational sense.

That dotard is going to get us all blown up, if he doesn't calm down .

Dotard by anonymous September 22, 2017

Word of the Day on August 17, 2026

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