General and Sophisticated Invalid Traffic

GIVT consists of traffic identified through routine means of filtration executed through the application of lists or with other standardised parameter checks.

Non-browser user-agent headers or other forms of unknown browsers

Pre-fetch or browser pre-rendered traffic

Bots and spiders or other crawlers

Known data-centre traffic

Activity-based filtration

SIVT consists of more difficult-to-detect situations that require advanced analytics, multi-point corroboration/coordination, significant human intervention, etc. to analyse and identify.

Manipulation or falsification of location data

Hijacked devices, user sessions, ad tags and ad creatives

Bots and spiders or other crawlers masquerading as legitimate users

Invalid proxy traffic

Hidden/stacked/covered or otherwise intentionally obfuscated ad serving

Incentivised manipulations of measurements

Adware + Malware

Falsely represented sites