An ad is considered viewable if at least 50% of its pixels are in-view for at least one continuous second. Ads that are measured as viewable are commonly worth more to advertisers, and are therefore commonly sought out.
MRC-accredited ad fraud detection and prevention companies must be able to identify falsified viewable impression decisions.
What are some other examples of SIVT?
Falsified viewable impression decisions is 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.”