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Invalid Traffic (IVT)

Invalid Traffic (also called Non-Human Traffic) is traffic which is not created by humans, but rather by bot activity on a website. Advertisers and publishers want their content and ads to be viewed by potential consumers, not bots or other automated scripts. While IVT can comprise of good bots such as search engine crawlers that catalog content for users to find, IVT is mostly used to refer to malicious and/ or fraudulent bots.

According to the Media Rating Council, Invalid Traffic is “traffic that does not meet certain ad serving quality or completeness criteria, or otherwise does not represent legitimate ad traffic that could be included in measurement counts.”

There are two types of Invalid Traffic:

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