One example of SIVT is the “manipulation or falsification of location data.”
What is the “manipulation or falsification of location data” in the MRC definition of SIVT?
According to the MRC, the manipulation or falsification of location data is considered SIVT.
Many marketers use location-based data to enhance their targeting. Fraudsters have attempted to use this to their advantage by faking location data for their own gain.
For example, location data may come from a device’s GPS when users opt in, from their IP Address, or even from known WiFi access points. When such location data is purposefully misrepresented during advertising transactions, such traffic will be flagged as fraud.
MRC-accredited ad fraud detection and prevention companies must be able to identify the manipulation or falsification of location data or related attributes.
What are some other examples of SIVT?
The manipulation or falsification of location data 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.”