| Impression |
The display of a single creative to a consumer on a website, also called an ad or page impression. A single page view can have more than one impression if there is more than one advertising location on the page, or if dynamic ad rotation is used.
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| Interactive Agency |
An advertising agency, or division of an advertising agency dedicated to interactive advertising, primarily published online.
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| Interactive Creative |
A digital creative that uses a hyperlink to transfer the user to another website or open a separate interactive window.
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| Interactive Media |
The online, Internet, or web environment is the primary interactive media for advertising. It is dubbed interactive because the user, or advertising target, can typically interact with the content and advertising.
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| Internet Protocol Address (IP Address) |
The numerical system used to identify the components of the Internet. Every system connected to the Internet has a unique IP address. In the current system (IPv4), there are only 4.3 billion unique IP addresses.
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| Interstitial |
Advertising creative placed in-between the origin website and the destination website, either physically or in time - also called a pop-up window. The interstitial is analogous to the advertising inserts in the Sunday paper that usually go straight to the trash. Newer concepts called superstitials or metastitials attempt to be more acceptable to consumers by being less intrusive, subtle and more interesting with the use of rich media components such as video.
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| Inventory |
The ad space available for sale on a website. Ad inventory is determined by the number of ads on a page, the number of pages containing ad space and an estimate of future page views. Also called ad avail.
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Glossary