One example of SIVT is the “incentivized manipulation of measurements.”
What is “incentivized manipulation of measurements” in the MRC definition of SIVT?
According to the MRC, the incentivized manipulation of measurements is considered SIVT.
An example of manipulating measurements to incentivize is the over-reporting of site or app visitors to attract advertisers. The “fraudulent incentivized promotion of an entity, without its knowledge or permission” is also included theMRC’s definition, “excluding cases where the entity paying for the incentive is the entity being promoted.”
For example, an advertising platform may acquire ad spaces on a website with whom it has no direct relationship and then drive traffic to that site in order to ensure it can resell those ad slots at a profit.
MRC-accredited ad fraud detection and prevention companies must be able to identify and filter out where applicable the incentivized manipulation of measurements.
What are some other examples of SIVT?
The incentivized manipulation of measurements 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.”