“Falsely represented sites” are one example of SIVT.
What are “falsely represented sites” in the MRC definition of SIVT?
According to the MRC, ads sold on falsely represented sites are considered SIVT.
Falsely represented sites include any site or app that is created with domains or content intended to deceive viewers into believing they are on another site or app. Other situations include the act of an intermediary selling an ad slot on one site and delivering it to different site.
Per theMRC, “sites masquerading as other entities for illegitimate purposes” are considered falsely represented sites.
MRC-accredited ad fraud detection and prevention companies must be able to identify situations where ads are trafficked on falsely represented sites.
What are some other examples of SIVT?
Falsely represented sites are 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:
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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.”