IVT

Invalid Traffic

IVT stands for Invalid Traffic in the context of digital advertising. It refers to any clicks or impressions that may artificially inflate an advertiser’s costs or a publisher’s earnings, and it’s not limited to intentional malicious or fraudulent activity. IVT includes General Invalid Traffic (GIVT) and Sophisticated Invalid Traffic (SIVT).

IVT is a major issue in digital advertising because it can lead to significant financial loss for advertisers who end up paying for interactions that have no chance of leading to conversions. It can also damage a brand’s reputation and trust in the digital advertising ecosystem. To combat IVT, various technologies and methods are used to detect and filter out invalid traffic, such as ad verification tools, AI and machine learning algorithms, and industry initiatives like ads.txt and app-ads.txt.

• Abbreviation: IVT