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Marketing Terms to Be Familiar With When Running Co-registration Campaigns


Ever notice the jargon that can get thrown around in some marketing departments? There’s plenty of jargon in the co-registration space as well. Whether you’ve been working with co-reg for years, or are just trying it out, being aware of certain marketing terms and their definitions can help you have more informed discussions with your advertising clients, partners and team members.

In this post, we will share some marketing terms to be familiar with when running co-registration campaigns.

1. Host and Post

Host and Post is the process through which an offer/ad is hosted on a publisher website or co-reg path and the leads that opt-in are posted to the client database via real-time or batched data transfer. The term has often been used as another word for co-registration in general, and is particularly useful in distinguishing co-reg from other performance-based lead generation and marketing efforts.

2. Path

A co-reg path is how a provider generates leads for a co-reg campaign. The path is presented to users as part of the registration process on a website, and typically appears after they register for the initial offer but before they get to a thank you page. The path takes users through a number of additional but optional offers, allowing them to opt-in to the ones they want. Effective co-reg paths have dynamic determination capabilities, so users are served targeted offers that are relevant to them. This feature increases the possibility of users signing up


TCPA refers to the Telephone Consumer Protection Act, which was first signed into US law in 1991 to govern the regulation of telephone solicitations and protect consumers from unwanted contact. The law requires consumers to provide prior express written consent in order to receive calls, SMS text messages, and other forms of telecommunication on their phones using an automatic dialing system or pre-recorded voice message. Co-reg advertisers who want to collect phone numbers will need to include TCPA language somewhere in their creative text or opt-in form that provides consumers with full disclosure and clearly communicates the terms and condition

4. Pre-ping

Pre-ping queries a list via real-time API to see if a lead is a duplicate in your client’s database before displaying a co-reg offer to them. This process benefits both co-reg clients and providers by eliminating the number of dupes and reducing the amount of unsold leads, which also results in an increased conversion rate. It is especially important to run co-reg offers with pre-ping if your client has a large database, as the larger the database, the larger the number of dupes they are likely to receive unless pre-ping is in place.

5. Validation

When signing up for a co-reg offer, users fill in a data capture form where they enter their contact information. Having a lead validation system in place will ensure that the data captured from this form is accurate. This is essential because you want to make sure you are only sending your clients quality leads that have real postal addresses, valid email addresses, and phone numbers that aren’t disconnected or in a DNC registry

6. Scrub Rate

The scrub rate is the percentage of co-reg leads that are not purchased by the client. Even though invalid leads will ideally be rejected in real time, they can also be scrubbed later on due to being dupes, having bogus data that isn’t caught during the validation process (such as the first and last name being “John Doe”), or not meeting some other criteria of the lead buyer.

7. Database

Your database is an organized data collection containing the contact information of leads that was collected during the co-registration process. It can be as simple as a list of acquired lead details or as sophisticated as software that allows you and your clients to easily access, filter, and download specific lead data.


Getting up-to-speed on these marketing terms for co-registration will help you feel empowered the next time you hear someone use them during a meeting or call!


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