SIVT can include more sophisticated bots that mimic human behavior, hijacked devices, ad tags or creative, adware, malware, and human fraud. Sophisticated Invalid Traffic (SIVT) is another matter. However, GIVT includes the usual unsophisticated suspects, easy to identify and avoid, and quickly stopped when needed. While left unchecked, they do increase ad costs and won’t lead to a sale or generate a qualified lead. General Invalid Traffic (GIVT) includes bots, spiders, and other kinds of non-human traffic. We’ve explored the two types of invalid traffic (IVT) and here’s a quick refresher: Invalid traffic, along with other forms of ad fraud, results in lost ad dollars, perhaps as much as $23 billion in the US alone last year. One of the biggest issues facing publishers and advertisers alike is invalid traffic, meaning either no humans were involved or the humans did not have good purchase intentions. Your digital ad campaigns likely have traffic issues as well, but they aren’t always easy to detect, much less avoid. Whatever the cause, most of this traffic involves vehicles driven (mostly) by humans trying to reach their destination safely. When you’re stuck in rush hour traffic, it’s easy to see the problem-too many cars going in the same direction at the same time or a lane shut down due to an accident or broken-down vehicle.
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