ADKEEN

Glossary

Invalid Traffic

Traffic considered illegitimate or non-human according to defined measurement standards.

Verification, Quality & Brand SafetyFoundationAlso called: IVTSource: MRC

Definition

Traffic considered illegitimate or non-human according to defined measurement standards.

Related terms

Ad FraudInvalid or deceptive activity designed to generate illegitimate advertising impressions, clicks or conversions.Bot TrafficWebsite or advertising activity generated by automated software rather than genuine human users.

Related benchmarks

APAC benchmarks for this metric are broken out by market and channel.

See Invalid Traffic benchmarks →

Practitioner notes

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