The ad tech industry faces significant challenges with Invalid Traffic (IVT) and Sophisticated Invalid Traffic (SIVT), which undermine the accuracy of ad campaign metrics and waste advertisers’ budgets. IVT refers to non-human or fraudulent traffic that artificially inflates impressions and clicks, while SIVT encompasses more advanced forms of fraudulent activity that can evade detection by basic filters. As a result, combating these issues is crucial for maintaining the integrity and effectiveness of digital advertising.
IVT and SIVT are reported to Monumetric from our ad providers. They will claw back previously paid revenue whenever invalid traffic is detected. Any revenue taken back from Monumetric will be deducted from the website’s revenue.
You should monitor your traffic for IVT and SIVT. You can do this with the help of analytics tools that detect patterns indicative of non-human activity and fraud. These tools look for anomalies, such as unusual click-through rates, geographic inconsistencies, or abnormal session durations. There are also third-party verification services that specialize in identifying and filtering out IVT and SIVT.
Here are three ways to clean your traffic of IVT and SIVT:
- Implement Bot Detection Tools: Use specialized software that detects and blocks bot traffic in real time, reducing the likelihood of IVT affecting your campaigns.
- Use Traffic Filtering Services: Partner with third-party verification companies like DoubleVerify or IAS to filter out known sources of IVT and SIVT, ensuring only legitimate traffic reaches your site.
- Regularly Audit Traffic Sources: Continuously monitor and analyze your traffic sources for unusual patterns or inconsistencies, removing any that exhibit signs of fraudulent activity.
You will be notified via a Console message and/or an email if ad providers report excessive or consistent IVT or SIVT on your site. And it’s expected that you will take action immediately to clean up the invalid traffic. If IVT and/or SIVT continue to be reported on the site Monumetric may terminate our partnership according to our Terms & Conditions 11.3, 4&5.