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Advertising Dictionary

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Advertising Category: I

Founded in 1996, the Interactive Advertising Bureau (IAB) is the leading online global advertising industry trade association with over 300 active member companies in the United States alone. IAB activities include evaluating and recommending standards and practices, fielding research to document the effectiveness of the online medium and educating the advertising industry about the use of online and digital advertising.

The number of times a banner ad was requested and presumably seen by users. It is often hard to obtain an accurate impression count as they can be undercounted due to issues relating to cache or overcounted due to requests that were not completed.

Incentivized Click
A type of click through in which the person clicking on the advertisement does so in order to receive some reward. Often results in low visitor quality.

Insertion Order
A online or printed document that specifies the details of an advertising campaign. The terms of the agreement may also be specified on the insertion order or they may be placed in a separate document but are almost always referred to the insertion order if not present.

From the words interactive and commercial, an intermercial is a short video ad which is presented to online users between web pages while one is waiting for the next page to load.

From the term internetworking, the Internet is made up of multiple interconnected networks connected using the TCP/IP protocol. The Internet originated from what used to be known as the ARPANet created in the 1960s and 1970s.

An intrusive type of advertisement that loads between web pages without having been requested by the visitor. Similar to superstitials except they do not load in the backround.

The number of ad spaces available for sale on a web site during a certain time frame. Determined buy taking into consideration the number of advertisements on a page, the number of pages with advertisements and the number of page views during a specific time frame.

IP Address
A Internet protocol (IP) address is the numeric address ( that is translated into a domain name ( by a domain name server (DNS). Each server connected to the Internet is assigned a unique IP address.

Internet Relay Chat (IRC) is a part of the Internet that enables people to chat in real time with others on channels of interest to them.

Integrated Services Digital Network (ISDN) is a digital network offered by some ISPs that enables its users to transfer up to 128,000 bps over a standard telephone line. Not as fast as a cable or DSL modem but faster than a 56,000 bps modem.

Island Position
A advertisement that is completely surrounded by editorial material with no adjoining advertisements to compete for the audiences attention.

An Internet service provider (ISP) is a company that provides access to the Internet via one or more types of technology. These may include a phone line, cable, fiber optic, radio waves or satellite.