An image on a mobile internet site with an active link that can be clicked on by the wireless subscriber.
Business metric for counting the number of times mobile subscribers have viewed a particular page, mobile ad on an Internet site or embedded within a text message.
Inbox Placement Rate (IPR)
The percentage of emails that were delivered to the inbox, versus the junk folder. Calculated as Number of Emails Delivered to the Inbox divided by Total Number of Emails Sent.
Information architecture (IA)
The art of expressing a model or concept of information used in activities that require explicit details of complex systems. Among these activities are library systems, Content Management Systems, web development, user interactions, database development, programming, technical writing, enterprise architecture, and critical system software design.
Information on Demand (IOD)
Content delivered in the form of an alert.
Refers to the actual hardware used to deploy your emails or have your emails deployed on your behalf by an Email Service Provider (ESP). The hardware is commonly referred to as your Mailing Transport Agent (MTA).
Sending messages and chatting with friends or colleagues in real-time when both are online.
Integrated Services Digital Network (ISDN)
High-speed dial-up connections to the internet over normal phone lines.
Interactive Voice Response (IVR)
Phone technology that allows a computer to detect voice and touch tones using a normal phone call.
Internet Protocol TV (IPTV)
The use of a broadband connection to stream digital television over the internet to subscribed users.
Internet Service Provider (ISP)
A company which provides users with the means to connect to the internet.
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.
Appear between two content pages. Also known as splash pages and transition ads.
Interstitial Image Ad
An advertising image that is inserted into the middle of a complete MMS message.
Interstitial Text Ad
A text page that is inserted into the middle of a complete MMS message.
Interstitial Video Ad/Clip
An advertising video that is inserted into the middle of a complete MMS message.
Apple’s official mobile operating system for the iPad, iPhone, iPod and to be announced devices, focusing on gesture based and multi-touch functionality.
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.
IP Address Permanence
An IP address is a unique number assigned to each device connected to the Internet. An IP address can be dynamic, meaning it changes each time an email message or campaign goes out, or it can be static, meaning it does not change.
Institute of Practitioners in Advertising is the trade body representing advertising agencies in the UK.