Definition & Explanation

IVT, or Invalid Traffic, refers to impressions, clicks, or other ad interactions that are fraudulent or non-human in origin. It encompasses any activity that does not come from a genuine user with authentic interest, including bot traffic, data-center traffic, and hijacked devices. IVT is divided into two categories—GIVT (General Invalid Traffic) for easily detected sources, and SIVT (Sophisticated Invalid Traffic) for harder-to-identify schemes like device hijacking and domain spoofing.