Glossary: I is for…


Welcome to our glossary of online advertising terms!

Find out more about online advertising terms that start with the letter I.

 


IAB

The Internet Advertising Bureau – the industry board for online advertising in the UK. This is not a regulatory body.

 


IFrame

iframe is an abbreviation of inline frame and is an innovation by Internet Explorer to display webpages within webpages. It can help to think of them as separate entities resting on top of a webpage, which are largely unable to interact with the main webpage.

Within online advertising however they are almost always a pain as they can create problems with expanding and overlay ads. We recommend avoiding their use wherever possible.

 


Impression

One code load – this can be either a Page Impression (one webpage loading) or an Ad Impression (one ad loading). In online advertising, when someone says impression it almost always refers to an ad impression.

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Impression Cap

A time based limit on the number of impressions that can be served, usually added to part of a deal to keep delivery steady. For example a daily impression cap of 10,000 means that no more than 10,000 impressions can be served per day.

 


Impression RPM

Impression RPM means Revenue Per Thousand impressions and is the amount the publisher receives. This is slightly different to CPM, which means the amount the advertiser pays per thousand impressions (the difference is fees, Revenue Share, taxes etc).

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Inbound Link

An inbound link is a link which leads to your website. In SEO it is important to have lots of inbound links from good quality sites in order to get search engines to list you higher in their results.

 


Inbound Marketing

Inbound marketing refers to trying to get customers to come to you as opposed to going out and trying to get their attention. This would include having a good reputation so customers choose you when doing research.

 


Incremental Revenue

Incremental Revenue in online advertising usually means the extra amount of money made from increasing the amount ‘per something’. For example increasing the CPM of a campaign will incrementally increase the value per impression, or adding an extra ad unit will increase the revenue per page.

 


In-House Marketing

In-House Marketing is when a company has its own team of marketers on the pay roll (as opposed to outsourcing their marketing to an Ad Agency).

 


InLine Advertising

InLine Advertising also known as InText Advertising refers to adverts which turn highlighted words within a webpage into small dynamic ads.

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Insertion Order

An Insertion Order (or IO) in online advertising is the contract which provides the specifics of an advertising deal. It usually includes the ad rate, the amount to be delivered and the time frame (it can also include many more specifics, like times of day, frequency caps, which parts of the websites to be used etc).

 


Install Rate

The Install Rate is a measure of how many clicks on an ad it takes per installation in a CPI campaign.

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Internal Comms

Internal Comms is a PR term which refers to information being communicated within a company. Depending on the size of the company it can be informal, or a huge undertaking to keep a company motivated and on track.

 


Interstitial

Interstitial essentially means “between” and are the ads which appear before or between webpages. When a link is clicked, a user is taken to one of these ad pages before the content they clicked to get to.

Interstitial can also be used to mean a floater/overlay – these are ads which appear on top of the page in the same browser window, effectively floating. They can be interactive and/or affect the sites appearance, or sometimes are just an image or video playing.

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In-Text Advertising

In-Text Advertising also known as InLine Advertising refers to adverts which turn highlighted words within a webpage into small dynamic ads.

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Inventory

The total amount of Ad Impressions a publisher or network has – this is usually expressed as a per month figure.

 


Inventory Forecasting

The act of predicting how many Ad Impressions will be available in the future. Like all predictions of the future, it is not a science.

 


Inventory Management

Inventory Management is the process of making sure all ads booked are able to deliver by moving Ad Campaigns around. It also covers maximising revenue from a set of Inventory, which can also be called Yield Management.

 


IO

An IO is an Insertion Order which in online advertising is the contract which provides the specifics of an advertising deal. It usually includes the ad rate, the amount to be delivered and the time frame (it can also include many more specifics, like times of day, frequency caps, which parts of the websites to be used etc).

 



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