Click on the appropriate letter below


IAB – Founded in 1996, the Interactive Advertising Bureau (IAB) is the leading online global advertising industry trade association with over 300 active member companies in the United States alone. IAB activities include evaluating and recommending standards and practices, fielding research to document the effectiveness of the online medium and educating the advertising industry about the use of online and digital advertising.

ID – Short for “identification”. Station identification by call letters and location, channel, and/or frequency. Also refers to any spot announcement :10 or less.

IRC – Internet Relay Chat (IRC) is a part of the Internet that enables people to chat in real time with others on channels of interest to them.

ISDN – Integrated Services Digital Network (ISDN) is a digital network offered by some ISPs that enables its users to transfer up to 128,000 bps over a standard telephone line. Not as fast as a cable or DSL modem but faster than a 56,000 bps modem.

ISP – An Internet service provider (ISP) is a company that provides access to the Internet via one or more types of technology. These may include a phone line, cable, fiber optic, radio waves or satellite.

Illuminated – Outdoor advertising structures installed with electrical equipment for the illumination of the message at night in outdoor.

Impact-The degree of success of a campaign, the reaching of consumers.

Impression -The total of all the audiences delivered by a medium. It is calculated by multiplying the number of people who receive a message by the number of times they receive it.

Incentivized Click – A type of click through in which the person clicking on the advertisement does so in order to receive some reward. Often results in low visitor quality.

Independent Stations -A station that is not contractually affiliated with a network.

Index -A ratio (in the form of a percent) of a base or average which has been converted to a score of 100.  A mathematical expression relating one number to another.

Infomercial -Long-term (usually 30 minutes)TV/Cable program designed to promote a product or service, often by direct response.

Insert -A pre-printed ad, which is bound or inserted into a newspaper or publication.

Insertion Date -Date in which advertisement appears in publication.

Insertion Order -An advertising agency’s legally binding contract for the order of space from a publication. The broadcast equivalent is called a time order.

In-Tab-Sample -The number of completed diaries or interviews used by a research company to create audience estimates.

Internet – From the term internetworking, the Internet is made up of multiple interconnected networks connected using the TCP/IP protocol. The Internet originated from what used to be known as the ARPANet created in the 1960s and 1970s.

Interstitial – An intrusive type of advertisement that loads between web pages without having been requested by the visitor. Similar to superstitials except they do not load in the backround.

Inventory – The number of ad spaces available for sale on a web site during a certain time frame. Determined buy taking into consideration the number of advertisements on a page, the number of pages with advertisements and the number of page views during a specific time frame.

IP Address – A Internet protocol (IP) address is the numeric address ( that is translated into a domain name (adratesonline.com) by a domain name server (DNS). Each server connected to the Internet is assigned a unique IP address.

ISCI Codes -The ID number on a tape from an ad agency Traffic Department.

Island Position -An ad completely surrounded by editorial.

Issue Life – The length of time a publication is presumed to be read by the average reader. For example, a weekly publication could have an issue life of 5 weeks; a monthly publication could have an issue life of 3 months.