Pixalate is an MRC-accredited company for the detection and filtration of Sophisticated Invalid Traffic ("SIVT") desktop and mobile web impressions.
According to the Media Rating Council’s (MRC) standards for Invalid Traffic Detection and Filtration Guidelines, there are two types of invalid traffic:
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:
- Bots and spiders or other crawlers masquerading as legitimate users
- Differentiating human and IVT traffic when originating from the same or similar source
- Hidden/stacked/covered or otherwise intentionally obfuscated ad serving
- Invalid proxy traffic
- Adware and malware
- Incentivized manipulation of measurements
- Falsified viewable impression decisions
- Falsely represented sites
- Cookie stuffing, recycling, or harvesting
- Manipulation or falsification of location data