Jargon Buster I-L

Image Ad - An image on a mobile internet site with an active link that can be clicked on by the subscriber. Once clicked the user is redirected to a new page, another mobile internet site or other destination where an offer resides.

Impressions - The metric used to measure views of a webpage and its elements- including the advertising embedded within it. Ad Impressions are how most online advertising is sold and the cost is quoted in terms of the cost per thousand impressions (CPM).

Instant messaging - Sending messages and chatting with friends or colleagues in real-time when you are both online via a special application.

Interruptive formats - Online advertising formats that appear on users' screens on top of web content (and sometimes before web page appears) and range from static, one-page splash screens to full-motion animated advertisements. See also overlay, pop-up.

Interstitial Ads - Which appear between two content pages. Also known as splash pages and transition ads. See also Rich Media.

Internet Protocol TV (IPTV) - The use of a broadband connection to stream digital television over the internet to subscribed users.

Integrated Services Digital Network (ISDN) - High-speed dial-up connections to the internet over normal phone lines.

Internet Service Provider (ISP) - A company which provides users with the means to connect to the internet. Eg: AOL, Tiscali, Yahoo!

IPA - Institute of Practitioners in Advertising is the trade body representing advertising agencies in the UK.

IP address - The numerical internet address assigned to each computer on a network so that it can be distinguished from other computers. Expressed as four groups of numbers separated by dots.

Keyword marketing - The purchase of keywords (or ‘search terms’) by advertisers in search listings. See also PPC.

LAN (Local Area Network) - A group of computers connected together, which are at one physical location.

Landing Page (Jump Page) - The page or view to which a user is directed when they click on an active link embedded in a banner, web page, email or other view. A click through lands the user on a jump page. Sometimes the Landing Page is one stage upstream from what would ordinarily be considered the Home Page.

Lead - When a visitor registers, signs up for, or downloads something on an advertiser’s site. A lead might also comprise a visitor filling out a form on an advertiser’s site.

Link - A link is a form of advertising on a website, in an email or online newsletter, which, when clicked on, refers the visitor to an advertiser’s website or a specific area within their website.

Location Based Services (LBS) - A range of services that are provided to mobile subscribers based on the geographical location of their handsets within their cellular network. Handsets do not have to be equipped with a position-location technology such as GPS to enable the geographical-trigger of
service(s) being provided since the location of the cell-site can be used as a proxy. Assisted GPS combines cell-site information with satellite positioning for a more accurate read. LBS include driving directions, information about certain resources or destinations within current vicinity, such as restaurants, ATMs, shopping, movie theatres etc. LBS may also be used to track the movements and locations of people, as is being done via parent/child monitoring services and mobile devices that target the family market.

Locator - An advertisement or service through which an advertiser’s bricks and mortar location can be identified based on proximity of the consumer or their preferred location) can be LBS or user defined postal code).

Log files - A record of all the hits a web server has received over a given period of time.