Glossary: i

Impressions

The number of times an ad was served.

In-Market Audiences

Audiences for advertisers focused on getting conversions from likely buyers. In-market audiences can help reach consumers close to completing a purchase.

Instagram Story Ads

An Instagram ad type that appears between people’s Instagram Stories.

Instagram Story Highlights

Instagram story highlights allow Instagram users to select any Instagram story clips that they’ve uploaded in the past, group them together, and display them at the top of an Instagram profile. Now when someone lands on an Instagram page utilizing this feature, they’ll see different story thumbnails, and can click to watch each one. It’s

Instant Articles

Instant Articles is a tool designed for media publishers to distribute fast, interactive articles to their readers within the Facebook mobile app and Messenger.

Instant Experience

Instant Experiences (formerly Canvas) are full-screen experiences where advertisers can use a mix of video, still images, carousels, text and call-to-action buttons to build quick-loading brand and product experiences on mobile. They can be used as destinations for Facebook and Instagram ads.

Instant Experience View Percentage

The average percentage of a Facebook Instant Experience (formerly Canvas) that people saw.

Instant Experience View Time

The average total time, in seconds, that people spent viewing a Facebook Instant Experience (formerly Canvas). 

Intelligent Tracking Prevention (ITP 2.0)

Safari’s new ITP 2.0 limits the ability for advertisers and brands to track users across multiple domains. Previously, cookies placed on a user’s browser could track their online behavior, sending information to their host sites. With ITP 2.0, any cookies associated with a domain that Safari considers likely to track users as they navigate the

Interactions

The main user action associated with an ad format—clicks and swipes for Google text and Shopping ads, views for video ads, calls for call extensions, and so on.

Interactive Advertising Bureau (IAB)

Fields critical research on interactive advertising, while also educating brands, agencies, and the wider business community on the importance of digital marketing.

Interstitials

Full-screen ads that cover the interface of their host app. They’re typically displayed at natural transition points in the flow of an app, such as between activities or during the pause between levels in a game.

Inventory

The amount of ad space a publisher has available to sell an advertiser.

IQid

A custom way to tag smartURLs to allow clients to further measure where clicks on smartURLs are coming from.

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