Definition: Invalid Traffic [IVT]


Invalid traffic (or IVT) is traffic that ad networks will not pay publishers for, regardless of whether they delivered ads on it or not.

This can be due to an ad platform detecting spam, fraud, or bots that have generated web traffic. All three of these are common in online advertising.

IVT is usually only identified to publishers in the billing stage. This leads to publishers receiving less than expected.

A small amount of invalid traffic is nothing to worry about. However, a large amount of IVT frequently appearing should be something a publisher and ad network work together to solve.

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