Welcome, one and all, to the MARS A-Z of Digital Shopper Marketing. Now, the world of digital is always brimming with new and confusing terminology, and it can be difficult to stay up-to-date. Our weekly glossary will keep you right on top of the key terms that you need to know, and this week we

cover the big, bad digi-buzzwords beginning with…

Intranet is the term used to denote a closed network of computers inside an organization or group of people that is only accessible to authorized users. Intranets are private, not public, domains.

Intranet

The searchable catalogue of documents and pages created by a search engine. Web spiders index websites for search engines by scanning or “crawling” them for relevant info, in turn generating their SEO scores.

Index

Interstitials are ads or content pages that are set to appear when one page is replaced by the next - it’s a space effectively between one page and another. Interstitials might be familiar to you if you’ve ever encountered a page asking you to confirm your age before entering a website.

Interstitials

Deliberately generating impressions of an advertisement without the intention of even clicking on the advertisement. The result is a reduction in click-through rate, which can affect quality score in pay-per-click advertising.

Impression Fraud

Interaction Design defines how users interact with interactive products and services online. It balances insights into user experience and values against the website’s commercial objectives to achieve optimum results.

IxD

If an online mention is “irrelevant” (during the sorting phase), it relates to your particular key phrases but not to your brand. For example, “apples” might be found by Apple, but will most likely be irrelevant to them.

Irrelevance

Internet Service Provider – Your ISP is the company providing you with access to the Internet. It determines your Internet speeds and costs. For example, AT&T, Comcast, Verizon etc.

ISP

The Internet Protocol (IP) address is an exclusive, individual number, which is used to represent every computer in a network. Each networked device has a unique IP address that is often used for tracking.

IP Address

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