Invalid Traffic (IVT)
What is Invalid Traffic (IVT)?
Also referred to as Nonhuman Traffic (NHT) or Suspicious Activity Detection (SAD), IVT is online traffic generated from machines or other bot activity that interacts with digital ads. This traffic does not fulfil any ad serving quality in terms of ad clicks and impressions. In most cases, clicks and impressions not made with genuine interest are considered invalid traffic. In the world of mobile advertising, IVT disguised as human behaviour is a huge issue.
IVT, generally, comprises of the following:
Using automated tools for creating engagement with ads and ad impressions.
Clicks and impressions on the ads placed on their websites by the publisher itself.
Spamming websites using bots for the theft of information or any malicious activities.