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.
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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.”