Organizations may be accredited for either GIVT or SIVT by the MRC. As the harder-to-meet-standard, SIVT accreditation includes GIVT accreditation. The definitions of each are packed with jargon and can be intimidating to wade through.
This post focuses on SIVT as defined by the MRC. So what is it?
MRC SIVT Definition
“‘Sophisticated Invalid Traffic,’ consists of more difficult to detect situations that require advanced analytics, multi-point corroboration/coordination, significant human intervention, etc., to analyze and identify.”
In this fashion, SIVT goes far beyond the simple pattern and behavioral matching of GIVT, requiring far more advanced statistical analysis to weed out fraudulent transactions from valid activity. With today’s powerful computing AI, machine learning and advanced data science, such tools are more adept than ever at measuring the subtleties of sophisticated fraudulent behaviors.
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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.”