One example of SIVT is “hidden/stacked/covered or otherwise intentionally obfuscated ad serving.”
What is “hidden, stacked, covered, or otherwise intentionally obfuscated ad serving” in the MRC definition of SIVT?
According to the MRC, hidden, stacked, covered or otherwise intentionally obfuscated ad serving is considered SIVT.
This one is fairly self-explanatory. When multiple ads are delivered to the same page or app, but are intentionally hidden — e.g. impossible for the user to see them — they are considered invalid ads.
The ads can be hidden behind content, they can be off-screen, or they can be in tiny 1x1 pixels that are effectively invisible.
MRC-accredited ad fraud detection and prevention companies must be able to identify and filter hidden, stacked, covered, or otherwise intentionally obfuscated ad serving.
What are some other examples of SIVT?
Hidden/stacked/covered or otherwise intentionally obfuscated ad serving 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.”