Pixalate is an MRC-accredited company for the detection and filtration of Sophisticated Invalid Traffic ("SIVT") desktop and mobile web impressions.
According to the Media Rating Council’s (MRC) standards for Invalid Traffic Detection and Filtration Guidelines, there are two types of invalid traffic:
One example of GIVT is “bots and spiders or other crawlers.”
Bots and spiders or other crawlers represent non-human activity on the web. In some circumstances, these bots, spiders, or other crawlers are legitimate — e.g. “good” — but they are still non-human nonetheless.
While some of the bots, spiders, or other crawlers are good, even legitimate web crawlers may trigger ad impressions under certain circumstances and must be filtered out.
Note that when a bot, spider, or other crawler is “good,” it counts as GIVT and must be filtered out. However, bots and spiders or other crawlers can also be “bad.”
When the bots and spiders and other crawlers are “bad,” they are defined as SIVT. Check out our explanation of bots and spiders or other crawlers masquerading as legitimate users to learn more about this form of SIVT.
MRC-accredited ad fraud detection and prevention companies must be able to identify and filter bots and spiders or other crawlers.
Bots and spiders or other crawlers are just one example of General Invalid Traffic (GIVT) as defined by the MRC. To learn about some of the other examples of GIVT, click on any of the examples below:
