Unfortunately it is not very descriptive, nor the term most GPS units use. The question that comes to mind when I see the phrase is "match a map with what?" Even the article you linked to begins with a pretty opaque sentence:

Map matching is the problem of how to match recorded geographic coordinates to a logical model of the real world, typically using some form of Geographic Information System.

That sounds like something far more general than "snap to road", which is what this feature is doing; nothing more or less.