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GIVT fraud detection: What is activity-based filtration?

Pixalate is an MRC-accredited company for the detection and filtration of Sophisticated Invalid Traffic ("SIVT") desktop and mobile web impressions.


According to the Media Rating Council’s (MRC) standards for Invalid Traffic Detection and Filtration Guidelines, there are two types of invalid traffic:

  • GIVT (General Invalid Traffic)
  • SIVT (Sophisticated Invalid Traffic)

One example of GIVT is “activity-based” filtration.

What is “activity-based filtration” in the MRC definition of GIVT?

activity-based filtration.jpg

Normal, legitimate internet users behave in unpredictably predictable ways. Marketers can never be quite sure what, when, or where a legitimate user will click or go next, but they can be sure that legitimate users will not do the same, monotonous routine over and over again — the same way each and every time. They can also be sure that legitimate users will not click abnormally fast, or make a click at exact, 10-second intervals.

These are all examples of activity-based red flags.

Activity-based filtration is the measurement of user activity to flag transactions that are too fast, too repetitive, at precise intervals, or are missing key pieces of data standard to valid internet traffic.

MRC-accredited ad fraud detection and prevention companies must be capable of identifying these non-human activities and filtering them out.

What are some other examples of GIVT?

Repetitive activities are just one example of General Invalid Traffic (GIVT) as defined by the MRC. To learn about some of the other examples of GIVT, click on any of the examples below:

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