what they likely mean is a reference pcb. after nvidia designs the original card, the board partners, like palit there, are given the blueprint and gpu core and left to do with it as they want. so they can start by designing a custom cooler, or go as far as making a custom pcb if they feel they can offer better power delivery or some other functional improvement over the reference design.
unfortunately, that card of yours is a custom pcb. also, the one you linked is for the 980 ti. i really think this product you're looking at is for reference cards with reference coolers. reference coolers are not the best out there, and improving it certainly a market. however the card you have already has a custom designed cooler on it that im sure offers better cooling than the reference design.
is there a reason you think you need to improve the cooling of your card?