IVT advertising (Invalid Traffic) can be a big problem for any publisher. It can hurt ad revenue and impact the relationships with advertisers like Google AdSense and AdMob.

It also impacts your reputation and credibility as a publisher with readers and advertisers alike. Moreover, it increases the load on your website servers and damages your brand identity.

Invalid traffic can be defined as traffic that is generated from non-human sources such as search engine crawlers, bots, or even human ad fraudsters who use automated software to generate fake impressions, clicks, and visits to your website. It’s a common practice that is not only harmful to your website but is also in violation of MRC IVT measurement standards.

If you haven’t mastered the art of mitigating IVT, it could be costing your business huge amounts of money and putting your site at risk for suspension from Google. It can also negatively impact your relationship with programmatic ad buyers and reduce bids on your ads.

Ad Fraud and the Impact of Invalid Traffic (IVT) on Digital Advertising

The best way to minimize IVT on your website is by deploying ad fraud solutions that verify every visitor to your site based on hundreds of data points, including IP, geolocation, and more. These solutions are designed to stop bots and fraudulent clicks before they reach your website.

It’s important to implement IVT protection tools that are scalable and can be deployed on all the platforms you run your ads on, including demand-side platforms, DSPs, and ad networks. Using such ad fraud prevention solutions allows you to protect your ad revenue while still allowing you to grow your brand and engage with your audience in new ways.