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Sophisticated Invalid Traffic (SIVT)

Sophisticated Invalid Traffic (SIVT) comprises fraudulent or malignant bots and scripts that are designed to commit various types of illegal activities. The Media Rating Council defines SIVT as traffic that “...consists of more difficult to detect situations that require advanced analytics, multi-point corroboration/ coordination, significant human intervention, etc., to analyze and identify.”

Detecting SIVT goes far beyond the simple pattern and behavioral matching of GIVT, requiring considerably more advanced statistical analysis to differentiate between fraudulent and genuine activities.

Types of SIVT include:

  • Bots or scrapers pretending to be human visitors
  • Hijacked devices and/ or sessions, in which non user-generated ad requests are made, as well as hijacked ad tags and creative elements
  • Ads that are concealed, stacked, or obfuscated by other means
  • Invalid proxy traffic
  • Malware, adware and similar threats
  • Manipulation of analytics via bots
  • Misrepresented sites and ad impressions
  • Cookie manipulation, including stuffing, stacking, and harvesting
  • Obfuscated or falsified location data

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