Invalid traffic (IVT) is activity that should not be counted as legitimate audience or advertising activity under the applicable measurement rules. In affiliate marketing, poor traffic quality can distort click counts, waste advertiser spend and create disputes over conversions. An unusual metric alone, however, is not proof of fraud.
GIVT and SIVT
The Media Rating Council's IVT standards distinguish two broad categories:
General Invalid Traffic (GIVT) is typically identified through routine filtering, standard lists and parameter checks. Examples include known bots and crawlers, certain data-centre traffic and non-browser user agents.
Sophisticated Invalid Traffic (SIVT) is harder to identify and may require advanced analytics, multiple corroborating signals and human review. It can imitate legitimate activity and should not be diagnosed from one metric in isolation.
Signals are prompts for investigation
Potential signals include repeated event patterns, unusual timing, inconsistent device or browser data, implausible click-to-conversion sequences, abnormal geographic concentration or mismatches between source declarations and observed behaviour. Each signal has legitimate explanations in some contexts. For example, a data-centre IP can be used by a legitimate corporate proxy or monitoring system.
Build a fair investigation process
- Define the traffic rules before campaign launch.
- Preserve event timestamps, click IDs and relevant technical evidence.
- Compare multiple independent signals rather than relying on one threshold.
- Separate known bots and routine crawlers from more complex anomalies.
- Record the rule, evidence and decision for each rejected event.
- Provide publishers with a clear dispute path and response deadline.
- Review false positives and update rules transparently.
Do not overclaim detection capability
A network should not claim MRC accreditation, sophisticated detection coverage or a particular fraud technology unless that capability and accreditation are verified. The MRC publishes standards and lists accredited services; using a standard as a reference does not mean a platform itself is accredited.
What to report
Publish the measurement definition, filtering scope, excluded event categories and status changes in campaign documentation. Where possible, share reason codes and aggregate evidence without exposing sensitive detection logic or personal data.
The objective is accurate measurement and fair partner treatment. A defensible IVT process is documented, proportionate, repeatable and open to review.
Sources and further reading
- MRC: Invalid Traffic Detection and Filtration Standards Addendum
- MRC: Standards and Guidelines
- IAB Tech Lab: Measurement standards
Primary sources and further reading
Editorial note: This article is general educational information, not legal, financial or campaign-specific advice. Verify current rules and the actual campaign terms before acting.
