Advertising services I Why advertise with Publiboda? I Glossary of Interactive Advertising Terms

Glossary of Interactive Advertising Terms I to L



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.

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.


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 (IM)

A method of communicating in real time, one to one or in groups over the internet. Users assemble “buddy lists” which reflect the availability (or “presence”) of people with whom they communicate.

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, email, keyword searches, referrals, slotting fees, classified ads and interactive television commercials.

Internal page impressions

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


The worldwide system of computer networks providing reliable and redundant connectivity between disparate computers and systems by using common transport and data protocols known as TCP/IP.

Interstitial ads

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


The number of ads available for sale on a website.

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 Internet so that its location and activities can be distinguished from those of 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)

Faster than dial up connections to the Internet over copper phone wires. DSL has in large part replaced ISDN.

ISP (Internet Service Provider)

A business or organization that provides Internet access and related services to consumers.

iTV (Interactive Television)

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



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)

Standard web graphic file format that uses a compression technique to reduce graphic file sizes

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.

Junk E mail Folder

A folder within an email client or on an E mail Service Provider server that stores email messages that are identified, either by the user or by an automated spam filter, as undesired or undesirable.



Specific word(s) entered into a search engine by the user that result(s) in a list of websites related to the key word. Keywords can be purchased by advertisers in order to embed ads linking to the advertiser's site within search results.



The delay between making an online request or command and receiving a response.

LAN (Local Area Network)

A group of computers connected together (a network) at one physical location.


1) The time it takes for a data packet to move across a network connection; 2) visible delay between request and display of content and ad. Latency sometimes leads to the user leaving the site prior to the opportunity to see. In streaming media, latency can create stream degradation if it causes the packets, which must be received and played in order, to arrive out of order.

LBS (Location Based Service)

Mobile data service related to an end user’s immediate location. Examples include store or service locators and friend finders.

Lead Generation

Fees advertisers pay to Internet advertising companies that refer qualified purchase inquiries (e.g. auto dealers which pay a fee in exchange for receiving a qualified purchase inquiry online) or provide consumer information (demographic, contact, and behavioral) where the consumer opts into being contacted by a marketer (email, postal, telephone, fax). These processes are priced on a performance basis (e.g., cost per action, lead or inquiry), and can include user applications (e.g., for a credit card), surveys, contests (e.g., sweepstakes) or registrations.


A clickable connection between two websites. Formally referred to as a hyperlink.


A mailing list comprised of email addresses.


A program that automatically sends email to a list of subscribers or listserv.

Log file

A file that records transactions that have occurred on the Web server. Some of the types of data which are collected are: date/time stamp, URL served, IP address of requestor, status code of request, user agent string, previous URL of requestor, etc. Use of the extended log file format is preferable.


The identification or name used to access a computer, network or site.

Source: Interactive Advertising Bureau