Invalid traffic (IVT)

The industry umbrella term (from the IAB and MRC) for ad traffic that should not be billed.

It splits into general invalid traffic (GIVT) and sophisticated invalid traffic (SIVT), a division by how detectable the traffic is. GIVT announces itself through published lists and signatures; SIVT imitates human behaviour and has to be caught on behavioural and consistency signals. Advertisers who rely only on filter lists under-count fraud, because the SIVT half never shows up on one.

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