One example of GIVT is “activity-based” filtration.
What is “activity-based filtration” in the MRC definition of GIVT?
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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Per the MRC,
“'Fraud' is not intended to represent fraud as defined in various laws, statutes and ordinances or as conventionally used in U.S. Court or other
legal proceedings, but rather a custom definition strictly for advertising measurement purposes. Also per the MRC,
“‘Invalid Traffic’ is defined generally as traffic
that does not meet certain ad serving quality or completeness criteria, or otherwise does not represent legitimate ad traffic that should be included in measurement counts.
Among the reasons why ad traffic may be deemed invalid is it is a result of non-human traffic (spiders, bots, etc.), or activity designed to produce fraudulent traffic.”