Pixalate is an MRC-accredited company for the detection and filtration of Sophisticated Invalid Traffic ("SIVT") desktop and mobile web impressions.
The Media Rating Council (MRC) devised a standard for Invalid Traffic Detection and Filtration Guidelines. The standard avoids the blanket use of the word “fraud” and instead classifies two types of invalid traffic:
- GIVT (General Invalid Traffic)
- SIVT (Sophisticated Invalid Traffic)
Organizations may be accredited for either GIVT or SIVT by the MRC. As the harder-to-meet-standard, SIVT accreditation includes GIVT accreditation. The definitions of each are packed with jargon and can be intimidating to wade through.
This post focuses on SIVT as defined by the MRC. So what is it?
MRC SIVT Definition
“‘Sophisticated Invalid Traffic,’ consists of more difficult to detect situations that require advanced analytics, multi-point corroboration/coordination, significant human intervention, etc., to analyze and identify.”
In this fashion, SIVT goes far beyond the simple pattern and behavioral matching of GIVT, requiring far more advanced statistical analysis to weed out fraudulent transactions from valid activity. With today’s powerful computing AI, machine learning and advanced data science, such tools are more adept than ever at measuring the subtleties of sophisticated fraudulent behaviors.
Examples of SIVT include:
- Differentiating human and IVT traffic when originating from the same or similar source
- Bots and spiders or other crawlers masquerading as legitimate users
- Hijacked devices, user sessions, ad tags, and ad creative
- Hidden/stacked/covered or otherwise intentionally obfuscated ad serving
- Invalid proxy traffic
- Adware and malware
- Incentivized manipulation of measurements
- Falsified viewable impression decisions
- Falsely represented sites
- Cookie stuffing, recycling, or harvesting
- Manipulation or falsification of location data