From I to J

IAB(Interactive Advertising Bureau)

IAB is a non-profit trade association devoted exclusively to maximizing the use and effectiveness of interactive advertising and marketing. See for more information.

iFrame(inline frame)

A floating frame inserted within a Web page which is not bound to the side of a browser window.

Image map

A GIF or JPEG image with more than one linking hyperlink. Each hyperlink or hot spot can lead to a different destination page.


A measurement of responses from a Web server to a page request from the user browser, which is filtered from robotic activity and error codes, and is recorded at a point as close as possible to opportunity to see the page by the user.

IMU(Interactive Marketing Unit)

The standard ad unit sizes endorsed by IAB. See for more information.


An assumption. See heuristic.


Actual placement of an ad in a document, as recorded by the ad server.

Insertion order

Purchase order between a seller of interactive advertising and a buyer(usually an advertiser or its agency).

Instant messaging

A method of users communicating one-to-one or in groups over the standard IP protocol. Users can assemble “buddy lists” and chat with friends, family and colleagues.

Intelligent agents

Software tools which help the user find information of specific interest to him/her. The user’s profile is continually refined and improved based on the user’s acceptance or rejection of recommendations over time.

Interactive advertising

All forms of online, wireless and interactive television advertising, including banners, sponsorships, e-mail, keyword searches, referrals, slotting fees, classified ads and interactive television commercials.

Interactive advertising revenues

Revenues realized from the sale of interactive advertising.

Internal page impressions

Web site activity that is generated by individuals with IP addresses known to be affiliated with the Web site owner. Internal activity that is associated with administration and maintenance of the site should be excluded from the traffic or measurement report.


A worldwide system of computer networks providing reliable and redundant connectivity between disparate computers and systems by using common transport and data protocols.

Interstitial ads

Ads that appear between two content pages. Also known as transition ads, intermercial ads, splash pages and Flash pages.


A network based on TCP/IP protocols that belongs to an organization, usually a corporation, and is accessible only by the organization’s members, employees or others with authorization.

In-unit click

A measurement of a user-initiated action of responding to an ad element which generally causes an intra-site redirect or content change. In-unit clicks are usually tracked via a 302 redirect. Also known as click-downs, click-ups and click-withins. See ad click; 302 redirect.


The number of ads available for sale on a Web site.

IP(Internet Protocol)

A protocol telling the network how packets are addressed and routed.

IP address

Internet protocol numerical address assigned to each computer on the network so that its location and activities can be distinguished from other computers. The format is ##.##.##.## with each number ranging from 0 through 255(e.g.

IRC-(Internet Relay Chat)

1) A facility that allows people to chat in real time. The chats, or forums, are typed remarks, and they can be either public or private;
2) A protocol that allows users to converse with others in real time. IRC is structured as a network of servers, each of which accepts connections from client programs.

ISDN(Integrated Services Digital Network)

High-speed dial-up connections to the Internet over ordinary copper phone wires. DSL has in large part replaced ISDN. See DSL.

ISP(Internet Service Provider)

An organization that provides access to the Internet. An ISP can be a commercial provider, a corporate computer network, a school, college, university, or the government.

ITI(Information Technology Industry Council)

Represents the leading U.S. providers of information technology products and services. It advocates growing the economy through innovation and supports free-market policies. See for more information.

iTV(Interactive Television)

Any technology that allows for two-way communication between the audience and the service provider(such as the broadcaster, cable operator, set-top box manufacturer)via standard or enhanced television appliance.


A programming language designed for building applications on the Internet. It allows for advanced features, increased animation detail and real-time updates. Small applications called Java applets can be downloaded from a server and executed by Java-compatible browsers like Microsoft Internet Explorer and Netscape Navigator.

JPEG(Joint Photographic Experts Group)

File format that uses a compression technique to reduce the size(number of bytes)of graphic files.

Jump page ad

Microsite which is reached via click-through from button or banner ad. The jump page itself can list several topics, which are linked to either the advertiser’s site or the publisher’s site.