Several related examples of SIVT include “hijacked devices, user sessions, ad tags, and ad creative.”
What are “hijacked devices, user sessions, ad tags, and ad creative” in the MRC definition of SIVT?
According to the MRC, hijacked devices, hijacked sessions within hijacked devices, hijacked ad tags, and hijacked creative are all forms of SIVT.
Since they all share a common denominator — hijacking — we’re including them in the same post.
One simple example: Malware installed on a mobile device or computer is one means to direct the device into faking legitimate web traffic to a site or app.
Another way to think of this could be illegitimate activity from a legitimate device. In the above example, the mobile device is legitimate (it really is a mobile device), but the malware has “hijacked” the device and is driving illegitimate traffic.
MRC-accredited ad fraud detection and prevention companies must be able to identify and filter out hijacked devices, hijacked sessions within hijacked devices, hijacked ad tags, and hijacked creative.
What are some other examples of SIVT?
Hijacked devices, hijacked sessions within hijacked devices, hijacked ad tags, and hijacked creative are just a few examples 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.”