One example of GIVT is “bots and spiders or other crawlers.”
What are “bots and spiders or other crawlers” in the MRC definition of GIVT?
Bots and spiders or other crawlers represent non-human activity on the web. In some circumstances, these bots, spiders, or other crawlers are legitimate — e.g. “good” — but they are still non-human nonetheless.
While some of the bots, spiders, or other crawlers are good, even legitimate web crawlers may trigger ad impressions under certain circumstances and must be filtered out.
Note that when a bot, spider, or other crawler is “good,” it counts as GIVT and must be filtered out. However, bots and spiders or other crawlers can also be “bad.”
When the bots and spiders and other crawlers are “bad,” they are defined as SIVT. Check out our explanation of bots and spiders or other crawlers masquerading as legitimate users to learn more about this form of SIVT.
MRC-accredited ad fraud detection and prevention companies must be able to identify and filter bots and spiders or other crawlers.
What are some other examples of GIVT?
Bots and spiders or other crawlers 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.”