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MRC Definitions for Invalid Traffic: GIVT

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 GIVT as defined by the MRC. So what is it?

MRC GIVT Definition

“‘General Invalid Traffic,’ consist[s] of traffic identified through routine means of filtration executed through application of lists or with other standardized parameter checks.”

In practical terms, this means that GIVT traffic is identified either via relatively basic pattern matching techniques many derived from commonly available lists of IP Addresses, Browser identifiers and other signatures, or from activity clearly matching non-human patterns of behavior, such as a click precisely every second.

Examples of GIVT include:

Click here for information about SIVT.


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MRC Definitions for Invalid Traffic: SIVT and GIVT