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:
One example of SIVT is the “manipulation or falsification of location data.”
What is the “manipulation or falsification of location data” in the MRC definition of SIVT?
According to the MRC, the manipulation or falsification of location data is considered SIVT.
Many marketers use location-based data to enhance their targeting. Fraudsters have attempted to use this to their advantage by faking location data for their own gain.
For example, location data may come from a device’s GPS when users opt in, from their IP Address, or even from known WiFi access points. When such location data is purposefully misrepresented during advertising transactions, such traffic will be flagged as fraud.
MRC-accredited ad fraud detection and prevention companies must be able to identify the manipulation or falsification of location data or related attributes.
What are some other examples of SIVT?
The manipulation or falsification of location data is just one example of Sophisticated Invalid Traffic (SIVT) as defined by the MRC. To learn about some of the other examples of SIVT, click on any of the examples below:
- 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