Adtech Glossary - I

IAB standard ads typically encompass a trio of the most widely used ad dimensions: 728×90 (leaderboard), 300×250 (medium rectangle), and 160×600 (skyscraper). These ad dimensions are the ones you’ll frequently encounter on the majority of web pages. The advertising technology sector heavily utilizes them, considering them the most lucrative ad sizes.

An iframe, short for “inline frame,” is an HTML element of a webpage. The iframe element allows for the seamless embedding of content from another webpage into the hosting webpage, including interactive elements such as forms, buttons, and video players.

The IMA SDK, short for Interface Media Arts Software Development Kit, is a tool designed to simplify the process of incorporating multimedia advertisements into your web platforms and applications. These SDKs empower you to request ads from any ad server conforming to the VAST standard and efficiently oversee ad playback within your applications. When utilizing […]

Impression refers to the display of an advertisement on a web page or inside a mobile application. It represents a single instance of an ad being served to a user’s screen, regardless of whether the user engages with it. When a website or app loads a page or content that contains advertising space, an ad […]

Impression share is a vital performance indicator in the realm of pay-per-click advertising. It enables advertisers to gauge their campaigns’ efficiency by quantifying the proportion of impressions their ads garner relative to the total available impressions within their target market. This metric assumes a paramount role for advertisers, granting them insights into the efficacy of […]

In-app advertising refers to displaying advertisements within mobile applications (apps). It involves delivering targeted ads to users while engaging with a specific app on their mobile devices. In-app advertising allows advertisers to reach a highly engaged and targeted audience within mobile apps. Advertisements can take various forms, such as banner ads, interstitial ads, native ads, […]

In-banner video ads are a type of digital advertisement that combines the visual elements of a video with the format of a standard banner ad. These ads typically appear as rectangular banners on a web browser or within a mobile app, but instead of displaying static images or text, they incorporate video content. In an […]

In-game advertising refers to using technology and data-driven strategies to deliver targeted advertisements within video games. It involves the integration of advertising technology solutions into gaming platforms or games themselves to serve ads to players. In-game advertising involves the placement of ads within the game environment or integrating brand messaging and product placements into the […]

In-house advertising refers to an organization or company handling its advertising and marketing activities internally without outsourcing them to external advertising agencies or third-party service providers. Instead of relying on external partners, the company establishes its in-house advertising department or team to plan, execute, and manage its advertising campaigns and initiatives. In-house advertising offers several […]

In-store advertising refers to using advertising technology and data-driven strategies to deliver targeted advertisements and personalized messaging within physical retail store environments. It involves the integration of adtech solutions and tools into the in-store advertising process to enhance the effectiveness and relevance of the advertisements. Adtech platforms and technologies enable retailers and advertisers to leverage […]

In-stream video is a video advertisement seamlessly integrated into online video content. It is an advertising format commonly used in digital media platforms such as mobile apps, websites, and streaming services. In-Stream Video ads typically display before, during, or after the main video content that users consume. In-stream video ads often support various formats, including […]

Incrementality is a metric that quantifies how a particular factor influences an individual user’s actions. In the context of digital display marketing, it primarily assesses the impact of a branded digital advertisement (the exposed group) in comparison to a Public Service Announcement (PSA) advertisement (the control group). You can calculate the uplift by determining the […]

An incrementality test resembles an A/B test, with two well-balanced groups: one group exposed to a branded message and another group not exposed to a branded message.

An insertion order (IO) is a formal document, often resembling a contract, that provides a comprehensive campaign overview. It includes critical information like campaign start and end dates, ad placement, format, dimensions, and the chosen pricing model (e.g., CPM or CPC). Additionally, it covers essential details related to the target audience, traffic sources, branding requirements, […]

Instream video advertising refers to the strategic positioning of video ads about the content a consumer has chosen to view. Advertisers insert these ads before, during, or after the audience views the main video content.

Intelligent Tracking Prevention (ITP) is a privacy-enhancing feature incorporated into Webkit, the open-source web browser engine that underlies Apple’s Safari web browser. Safari 11 and iOS 11 first introduced it. ITP transforms how Safari manages first-party cookies, particularly by obstructing the utilization of first-party cookies for tracking, retargeting, and attribution purposes.

The Interactive Advertising Bureau is an industry trade group representing the digital advertising sector. This global organization acts as a unifying force, bringing together publishers, advertisers, ad agencies, technology vendors, and other stakeholders engaged in the digital advertising ecosystem. At its core, the IAB dedicates itself to supporting and fostering the expansion of the digital […]

An interstitial advertisement is a type of advertisement that occupies the entire screen of the hosting application’s interface. These advertisements are strategically positioned between content segments and commonly appear during transitional moments within the app experience, such as between different app sections, during pauses, or amid various levels in a gaming scenario. When users encounter […]

Invalid traffic (IVT) is any activity or behavior that generates fraudulent or illegitimate impressions, clicks, or interactions with digital advertisements. IVT encompasses various deceptive practices aimed at manipulating ad metrics, misleading advertisers, or generating unlawful revenue. It is a significant concern in the digital advertising industry. Adtech companies employ various measures and technologies to combat […]

Inventory refers to the available advertising space or placements that publishers or media companies have to offer to advertisers. It can include various digital advertising formats such as banner ads, video ads, native ads, or sponsored content. Inventory can be specific to a particular website, mobile app, or digital platform, and it represents the space […]

An IP address is a digital label assigned to an individual’s residential internet connection, serving as a unique identifier for devices within a network.

IDFA, or Identifier for Advertisers, is a unique code Apple assigns to iOS devices. Advertisers utilize this code to monitor user data and deliver tailored ads. IDFA aids in tracking and recognizing users while maintaining their privacy and connecting user actions to campaigns. This data enables pinpointing user origins and understanding user types from various […]