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IAB

Interactive Advertising Bureau

Dedicated to the growth of the interactive advertising marketplace

Sets guidelines and best practices for online advertising (www.iab.net).

ID

Unique identification using letters and/or numbers for an entity

Also known as Campaign ID

Impression

Online ad displayed and viewed by a visitor or on a Web page (billable, contracted, delivered, measurable)

Number of impressions (ad placements) delivered to any position on a page for any length of time

Eligible: Impressions sent to the ad server

Measurable: Impressions delivered, displayed, and viewed on the page, impacts the in view rate)

Also known as imps

In Basis:

Impression Threshold: The number of imps won before placements are turned off.

Total Eligible Impressions - Number of impressions that Basis DSP measures viewability.

In Basis, desktop and mobile web are available with eligible impressions in the DSP Optimize view.

Total Viewable Impressions - Pixalate's script determines if the impressions are viewable or not. (DSP Optimize)

Total Measured Impressions - Pixalate's script deems the impressions viewable. (DSP Optimize)

Imps

Abbreviation for number of impressions on the media plan (Refer to Impression.)

In-Store Traffic

Data retrieved directly from the brand's location about the number of visitors

In-Store Uplift

Improvement and increase of store business at a specific location

In-Target Impression Percentage

Tracks the number of viewable impression per total count

Rates may vary if the impressions are viewed.

In View Rate

Percentage of the number of displaying the ad on the site

Number of impressions where viewability was measurable

Also known as In-View, In-view

Increased Market Share

Campaign object by analyzing the sales of a brand and competition along recommending KPI fit

Initiative

Encompasses similar efforts by the preceding client for the respective brand

Include analysis and track progress across the campaign duration

In Basis, the initiative is an optional grouping in a campaign.

Insights

Feature in Basis to build custom reports

Interactions

Number of expanded or engaged impressions (delivered)

1 expansion = 1 impression

Interaction Time: Number of days in a specific date range

Interstitial

Online ad between websites

Creative format type for an ad placement

Also known as Transition Ad, Intermercial Ad, Splash page

Inventory

Number of units (advertising space) available on website

Total Inventory (units): Number of impression available at a specified time

Contracted Inventory (units): Number of impressions purchased

Inventory (units) Availability: Number of impressions available for purchase

Type in Basis: Rate Type, Quantity, Available, Total, SOV

Also known as Inventory Catalog(s), units

Inventory Source

Type of ad space or organizations, such as Campaign Manager 360

In Basis, the inventory source retrieves aggregated and specified data including information not visible in the Platform during Creative Performance Reports.

Also known as exchanges, networks, publishers, delivery source, source

IO

Insertion Order

Purchase order between a seller (vendor) of interactive advertising and a buyer

Also known as Contract

IPTV

Internet Protocol Television

ISP

Internet Service Provider

Company provides access to the internet via a phone line, cable, fiber optics, or satellite.

IAB	Interactive Advertising Bureau Dedicated to the growth of the interactive advertising marketplace Sets guidelines and best practices for online advertising (www.iab.net).
ID	Unique identification using letters and/or numbers for an entity Also known as Campaign ID
Impression	Online ad displayed and viewed by a visitor or on a Web page (billable, contracted, delivered, measurable) Number of impressions (ad placements) delivered to any position on a page for any length of time Eligible: Impressions sent to the ad server Measurable: Impressions delivered, displayed, and viewed on the page, impacts the in view rate) Also known as imps In Basis: Impression Threshold: The number of imps won before placements are turned off. Total Eligible Impressions - Number of impressions that Basis DSP measures viewability. In Basis, desktop and mobile web are available with eligible impressions in the DSP Optimize view. Total Viewable Impressions - Pixalate's script determines if the impressions are viewable or not. (DSP Optimize) Total Measured Impressions - Pixalate's script deems the impressions viewable. (DSP Optimize)
Imps	Abbreviation for number of impressions on the media plan (Refer to Impression.)
In-Store Traffic	Data retrieved directly from the brand's location about the number of visitors
In-Store Uplift	Improvement and increase of store business at a specific location
In-Target Impression Percentage	Tracks the number of viewable impression per total count Rates may vary if the impressions are viewed.
In View Rate	Percentage of the number of displaying the ad on the site Number of impressions where viewability was measurable Also known as In-View, In-view
Increased Market Share	Campaign object by analyzing the sales of a brand and competition along recommending KPI fit
Initiative	Encompasses similar efforts by the preceding client for the respective brand Include analysis and track progress across the campaign duration In Basis, the initiative is an optional grouping in a campaign.
Insights	Feature in Basis to build custom reports
Interactions	Number of expanded or engaged impressions (delivered) 1 expansion = 1 impression Interaction Time: Number of days in a specific date range
Interstitial	Online ad between websites Creative format type for an ad placement Also known as Transition Ad, Intermercial Ad, Splash page
Inventory	Number of units (advertising space) available on website Total Inventory (units): Number of impression available at a specified time Contracted Inventory (units): Number of impressions purchased Inventory (units) Availability: Number of impressions available for purchase Type in Basis: Rate Type, Quantity, Available, Total, SOV Also known as Inventory Catalog(s), units
Inventory Source	Type of ad space or organizations, such as Campaign Manager 360 In Basis, the inventory source retrieves aggregated and specified data including information not visible in the Platform during Creative Performance Reports. Also known as exchanges, networks, publishers, delivery source, source
IO	Insertion Order Purchase order between a seller (vendor) of interactive advertising and a buyer Also known as Contract
IPTV	Internet Protocol Television
ISP	Internet Service Provider Company provides access to the internet via a phone line, cable, fiber optics, or satellite.