Ad Fraud
Sophisticated Invalid Traffic (SIVT) — Definition & Explanation
Invalid traffic that requires advanced detection methods to identify — including hijacked devices, malware-generated impressions, cookie stuffing, ad injection, and sophisticated bot traffic that mimics human behavior patterns.
How Sophisticated Invalid Traffic (SIVT) Works
SIVT uses advanced techniques to mimic human behavior: realistic mouse movements, plausible session durations, varied site navigation patterns. Detection requires machine learning, device graph analysis, and behavioral fingerprinting.
Why Sophisticated Invalid Traffic (SIVT) Matters for Publishers
SIVT below 1% is required for premium demand access. Publishers with SIVT concerns face CPM discounts and potential exclusions from premium demand pools.
Frequently Asked Questions
What SIVT rate is acceptable for premium buyers?
Most premium buyers require SIVT below 1%. Above this threshold, CPMs are discounted or inventory is excluded.
How can publishers detect SIVT on their traffic?
Third-party measurement tools from IAS, DoubleVerify, or MOAT provide detailed SIVT reporting with source attribution.
Can publishers get SIVT on otherwise legitimate traffic?
Yes. Network-level injection, malicious browser extensions, and compromised traffic sources can introduce SIVT into otherwise clean publisher traffic.
Related Terms
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