Where every click is a journey and every impression counts.
Ad content that continues to run long after its expiration date, usually because someone forgot to turn it off. The marketing equivalent of Weekend at Bernie's, propped up and shambling through campaigns.
A customer account that's technically active but generates no revenue or engagement, cluttering your metrics like digital dead weight. They're not users, they're ghosts.
Information that customers intentionally and proactively share with a brand, such as preferences, purchase intentions, or personal context. It's the data people actually give you, as opposed to the data you creepily collect.