What is “invalid proxy traffic” in the MRC definition of SIVT?
According to the MRC, invalid proxy traffic is considered SIVT. But what is it?
For starters, note that there are legitimate uses for web proxies — such as servers acting as corporate internet gateways.
However, many proxies frequently hide or facilitate fraudulent activity.
Per theMRC, invalid proxy traffic can originate “from an intermediary proxy device that exists to manipulate traffic counts or create/pass-on non-human or invalid traffic or otherwise failing to meet protocol validation.”
For example, such invalid proxies may be used to route bot traffic originating from data centers in order to make its origins appear to be an ordinary home or business. Characteristics of such traffic are, in fact, distinguishable from valid proxy traffic using advanced analytics.
MRC-accredited ad fraud detection and prevention companies must be able to identify and filter invalid proxy traffic.
What are some other examples of SIVT?
Invalid proxy traffic 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.”