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IVT

Invalid Traffic. Non-human ad interactions. GIVT (general) and SIVT (sophisticated).

Related Terms in Brand Safety

Brand Safety
Ensuring ads don't appear alongside harmful or inappropriate content.
Ad Fraud
Fake impressions, clicks, or conversions generated by bots or bad actors.
MFA
Made-for-Advertising sites. Low-quality sites designed to maximize ad revenue.
Viewability
Measuring whether an ad was actually viewable by a user.
Verification Vendor
IAS, DoubleVerify, MOAT. Third-party ad quality measurement.
Block List
List of sites, apps, or categories where ads should never appear.
Allow List
Approved list of sites where ads can appear. Most restrictive approach.
Pre-Bid Filtering
Blocking invalid or unsafe inventory before bidding in auctions.

METRIX — Advertising Intelligence Platform