![\"GIVT](\"https:\/\/reverseads.com\/blog\/wp-content\/uploads\/2021\/07\/GIVT_SIVT.png\")
<\/figure><\/div>\n\n\n\nWhat is IVT?<\/h2>\n\n\n\n
Invalid traffic encompasses both clicks and impressions on any form of ad that does not generate genuine interest. This covers all forms of fraudulent traffic<\/a>, accidental clicks, and other mechanically generated traffic. IVT can be akin to ad fraud \u2013 which could be harmful to your brand as we\u2019ve talked about it in our previous blog.<\/span> <\/span><\/p>\n\n\n\n One might argue that \u2018there\u2019s no such thing as bad publicity\u2019: we\u2019d agree, but in this case \u2013 not really. In a macro sense, IVT messes up the analytical data, making it harder for advertisers to plan campaigns and in turn, increase cost. Hence, when you do experience any suspicious traffic, it\u2019s best to take it seriously.<\/span> <\/span><\/p>\n\n\n\n Putting it under the microscope has also shown that IVT can be split up into 2 different types:<\/span> <\/span><\/p>\n\n\n\n The softer of the 2, GIVT makes up your crawlers and bots that do not mimic human traffic, thus making it easier to detect and take action against. Although it\u2019s easily blocked with a few lines of code (through robots.txt files), it\u2019s always an annoyance to have as its always in the background \u2013 it\u2019s like a fever you can\u2019t sweat out.<\/p>\n\n\n\n Somehow or rather, IVT\u2019s been taking notes from the Play-Doh factory because SIVT is just that \u2013 a formless, unpredictable variation of IVT. Designed to mimic human behavior, it\u2019s constantly being redeveloped into a wide variety of options for fraudulent purposes.<\/p>\n\n\n\n Over the years, SIVT has become more difficult and complex to deal with, as its modus operandi mainly consists of a grand manipulation of analytics. This poses a bigger threat to advertisers with regards to the profiling of your brand\u2019s customers as it\u2019s hard to discern SIVT from genuine traffic.<\/p>\n\n\n\n IVT will always be around as long as online advertising exists, but marketers can work around it.<\/p>\n\n\n\n It goes without saying that as we generate quality content, it provides us with quality leads. It\u2019s simple and effective, especially with discerning genuine traffic from your entire data set. If you\u2019re able to attract customers with a certain content piece, you\u2019ll know that it works despite the varying impressions – both genuine and false.<\/p>\n\n\n\n This information will help better able you to personalize your brand to your consumers.<\/p>\n\n\n\n 2. Manual surveillance of metric fluctuations<\/strong><\/p>\n\n\n\n Although data analytics is mostly automated, we still have to be observant of any sudden fluctuations in behavior so as to be able to tackle the issue when it arises. Keep a lookout for metrics such as “average session duration”<\/strong> (ensure that visits are over one second) and “page scroll depth<\/strong>” (scrolling past 10%).<\/p>\n\n\n\n Any abnormalities are signs of bot\/invalid traffic.<\/p>\n\n\n\n 3. Third-party services<\/strong><\/p>\n\n\n\n There are many third-party companies that claim to help detect suspicious behaviors like IVT and ad fraud. Some of these services are capable of eliminating non-human traffic even before the site (or ad) loads in real-time – providing you with a better curve and look on your data analytics.<\/p>\n\n\n\n ReverseAds has introduced its own method for separating the good, the bad and the ugly, so to speak. Its \u201cPay-Per-Considered-Visitor<\/a>” model addresses the issue at hand where marketers only need to pay for considered clicks when a user spends longer than 20 seconds on your website, visits three pages or reaches 100% scroll depth. This helps to effectively cancel out invalid traffic and ad fraud\/bots of any kind.<\/p>\n\n\n\n To learn more, visit us reverseads.com<\/a>, or connect with us via Facebook<\/a> and LinkedIn<\/a>.<\/p>\n\n\n\nGeneral Invalid Traffic (GIVT)<\/h3>\n<\/li><\/ul>\n\n\n\n
Sophisticated Invalid Traffic (SIVT)<\/h3>\n<\/li><\/ul>\n\n\n\n
![\"reduce](\"https:\/\/reverseads.com\/blog\/wp-content\/uploads\/2021\/07\/reduce-invalid-traffic.jpg\")
<\/figure><\/div>\n\n\n\n3 Tips for Marketers to Reduce Invalid Traffic<\/h2>\n\n\n\n