Ad Fraud

General Invalid Traffic (GIVT) — Definition & Explanation

Known non-human traffic that can be identified through routine filtration — including known bots (search engine crawlers), data center traffic, and activity-based filtration. GIVT is easier to detect than sophisticated invalid traffic (SIVT).

How General Invalid Traffic (GIVT) Works

GIVT is identified through IP blocklists of known data centers, user-agent strings of known bots (Googlebot, Bingbot), and statistical activity patterns that clearly indicate non-human behavior.

Why General Invalid Traffic (GIVT) Matters for Publishers

Maintaining low IVT rates (below 1% SIVT) is required for access to premium demand. Buyers monitor IVT through third-party verification vendors and discount or block high-IVT publishers.

Frequently Asked Questions

What is an acceptable GIVT rate?

GIVT rates of 3-8% are common for legitimate publishers due to search engine crawlers. SIVT should be below 1% for premium demand access.

How does Stellor Media handle GIVT?

Stellor applies pre-bid IVT filtering to protect advertisers and maintain publisher relationships with premium demand partners.

What tools measure GIVT?

IAS, DoubleVerify, and MOAT are the primary third-party verification vendors that measure both GIVT and SIVT.

Related Terms

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