[I] Interactive Marketing Glossary
IMAGE – A photograph or graphic that may be delivered to the mobile handset as any of several low resolution image formats, including .png, .gif, .jpg, etc. Images on mobile platform may be classified as mobile content/products (wallpapers, screensavers, etc), assets for a mobile website, or enabled with links to trigger an action.
IMAGE AD – An image on a mobile web site with an active link that can be clicked on by the wireless subscriber. Once clicked, the wireless subscriber is redirected to a new page, another mobile web site or other destination where an offer resides.
IMAGE MAP – a GIF or JPEG image with more than one linking hyperlink. Each hyperlink or hot spot can lead to a different destination page.
I-MODE – A packet-based information service developed by Japanese operator NTT DoCoMo to deliver a wide range of services to mobile subscribers. The revenue sharing model used for i-Mode is being adopted by other operators as the basis for the new services enabled by GPRS and 3G.
IMPRESSION – a measurement of responses from a Web server to a page request from the user browser, which is filtered from robotic activity and error codes, and is recorded at a point as close as possible to opportunity to see the page by the user. It is also a business metric for counting the number of times mobile subscribers have viewed a particular page, mobile advertisement on a mobile internet site or embedded within a text message or similar mobile medium.
INBOX – See E-mail Inbox
INDEX – The database in which a search engine stores content from every Web page that its spider visits.
INFORMATION ON DEMAND (IOD ) – Content delivered in the form of an Alert. Subscriber receives updates of weather, traffic, horoscopes, jokes of the day, etc via SMS text, at a predetermined time and frequency.
INSERTION – actual placement of an ad in a document, as recorded by the ad server.
INSERTION ORDER – purchase order between a seller of interactive advertising and a buyer (usually an advertiser or its agency).
INSTANT MESSAGING (IM) – a method of communicating in real-time, one-to-one or in groups over the internet. Users assemble .buddy lists. which reflect the availability (or .presence.) of people with whom they communicate.
INSTANT VOICE RESPONSE / INTERACTIVE VOICE RESPONSE (IVR ) – Is a technology that allows a computer to detect voice and dual-tone multi-frequency signaling (DTMF) keypad inputs. IVR technology is used extensively in telecommunication, but is also being introduced into automobile systems for hands-free operation. A computerized system that allows a person, typically a telephone caller, to select options from a voice menu and otherwise interact with the computer phone system from their mobile device.
INTEGRATED DIGITAL ENHANCED NETWORK (i-DEN ) – A wireless technology developed by Motorola, which combines the capabilities of a digital cellular telephone, two-way radio, alpha-numeric pager, and data/fax modem into a single network. iDEN operates in the 800MHz, 900MHz, and 1 500MHz frequency bands, and is based on TDMA and GSM architecture it places more users in a given spectral space, compared to analog cellular systems. iDEN networks are used by various carriers all over the world.
INTELLIGENT AGENTS – software tools which help the user find information of specific interest to him/her. The user‘s profile is continually refined and improved based on the user’s acceptance or rejection of recommendations over time.
INTERACTIVE ADVERTISING – all forms of online, wireless and interactive television advertising, including banners, sponsorships, e-mail, keyword searches, referrals, slotting fees, classified ads and interactive television commercials.
INTERACTIVE TV (iTV )- Interactive TV refers to TV programming and technology that allows the viewer to engage in two-way interaction with the television/programming. Any technology that allows for two-way communication between the audience and the television service provider (such as the broadcaster, cable operator, set-top box manufacturer).
INTERNAL PAGE IMPRESSIONS – Web site activity that is generated by individuals with IP addresses known to be affiliated with the Web site owner. Internal activity that is associated with administration and maintenance of the site should be excluded from the traffic or measurement report.
INTERNATIONAL MOBILE EQUIPMENT IDENTITY (IMEI ) – A 15 digit, unique serial number assigned to a mobile phone. IMEI consists of five groups of numbers. The first group represents the manufacturer; the second sequence identifies the Type Approval Code (TAC) or model number; the third represents Final Assembly Code (FAC); the fourth is the device serial number and the fifth is a spare single digit (usually 0).
INTERNET – The worldwide system of computer networks providing reliable and redundant connectivity between disparate computers and systems by using common transport and data protocols known as TCP/IP.
INTER-OPERABLE MESSAGING – The ability for mobile subscribers to exchange text and multimedia messages across different mobile operator networks. Also used to refer to a Common Short Code that is registered on multiple mobile operators’ networks.
INTERSTITIAL ADS – ads that appear between two content pages. Also known as transition ads or splash pages.
INTERSTITIAL IMAGE AD – An advertising image that is inserted into the middle of a complete MMS message. This image will be displayed as the subscriber is viewing the complete MMS message.
INTERSTITIAL TEXT AD – A text page that is displayed in the middle of the MMS message.
INTERSTITIAL VIDEO AD – An advertising video clip that is inserted in the middle of a complete MMS message. This video plays back as the subscriber is viewing the complete MMS message.
INTRANET – a network based on TCP/IP protocols that belongs to an organization, usually a corporation, and is accessible only by the organization‘s members, employees or others with authorization.
IN-UNIT CLICK – a measurement of a user-initiated action of responding to an ad element which generally causes an intra-site redirect or content change. In-unit clicks are usually tracked via a 302 redirect. Also known as click-downs, click-ups and click-withins. See ad click and 302 redirect.
INVENTORY – the number of ads available for sale on a Web site.
IP (Internet Protocol) – a protocol telling the network how packets are addressed and routed.
IP ADDRESS – Internet protocol numerical address assigned to each computer on the Internet so that its location and activities can be distinguished from those of other computers. The format is ##.##.##.## with each number ranging from 0 through 255
IRC – (Internet Relay Chat) – 1) a facility that allows people to chat in real time. The chats, or forums, are typed remarks, and they can be either public or private; 2) a protocol that allows users to converse with others in real time. IRC is structured as a network of servers, each of which accepts connections from client programs.
ISDN (Integrated Services Digital Network) – faster-than-dial-up connections to the Internet over copper phone wires. DSL has in large part replaced ISDN. See DSL (DIGITAL SUBSCRIBER LINE).
ISP (Internet Service Provider) – A business or organization that provides Internet access and related services, to consumers.
ITI (Information Technology Industry Council) – represents the leading U.S. providers of information technology products and services. It advocates growing the economy through innovation and supports free-market policies. See itic.org for more information.
IVR DISCOVERY – A content discovery method where the user calls a phone number, during which their mobile phone number is captured, and a data connection is subsequently made to the handset (SMS, WAP push). A charge for the call registers once the mobile connection has been made.