There has been a lot of talk about fraudulent traffic, or invalid traffic, which happens when events are not generated by real interaction with a user, but, for example, a bot.
When invalid traffic exceeds a certain percentage of the total of a site, it's assumed that the irregularities are no longer sporadic, and thus this is fraudulent traffic.
This impacts your total revenue as explained in our Terms and Conditions, section 4, number 6d.
What Viralize considers fraudulent traffic
In accordance with market conventions, we believe that traffic on a site is fraudulent when more than 3% of total impressions correspond to invalid traffic.
This type of traffic is clearly unacceptable for monetization purposes, as it damages the advertiser's return on investment.
How invalid traffic is measured
Invalid traffic is detected thanks to the integration of our system with Pixalate, an MRC accredited service.
The definition provided by MRC of the distinct invalid traffic between two types:
GIVT (General Invalid Traffic)
General Invalid Traffic consists of traffic identified by routine means of filtration executed through application of lists or with other standardized parameter checks.
Read about some examples of GIVT in this Pixalate article.
SIVT (Sophisticated Invalid Traffic)
Sophisticated Invalid Traffic consists of more difficult to detect situations that require advanced analytics, multi-point corroboration/coordination, and significant human intervention, in order to analyze.
These systems are designed to recognize patterns in user interaction that can be associated with fraud and suspicious behavior.
Viralize will consider both types of invalid traffic (GIVT and SIVT) to evaluate the quality of traffic on your sites.