Glossary Terms Category: I

Identity Modules

The User ID module supports multiple ways of establishing pseudonymous IDs for users, which is an important way of increasing the value of header bidding. Instead of having several exchanges sync IDs with dozens of demand sources, a publisher can choose to integrate with any number of ID schemes.

Impression 

The number of times an ad has been served, regardless of whether the user has actually seen or interacted with the ad in any way.

Intersitial 

An advertisement that exists between pageviews. At times they have fallen out of favor in the industry, but with user behavior based delivery and judicious application they can be a valid part of a monetization strategy.