What is invalid traffic (IVT)?
Invalid traffic is the technical term for advertising impressions generated by bots or any form of nonhuman traffic. IVT is often conflated with ad fraud, but not all invalid traffic is malicious. Still, detecting all forms of IVT is essential to protecting ad spend and ensuring impressions are valid and viewable.
In an effort to help advertisers guard against IVT, the Media Rating Council (MRC) launched the IVT accreditation in 2015 to help prove the effectiveness of measurement providers on IVT for desktop, mobile, web, video, and in-app mobile. There are two mutually exclusive categories: