{"id":22039,"date":"2022-06-08T11:26:00","date_gmt":"2022-06-08T05:56:00","guid":{"rendered":"https:\/\/www.adpushup.com\/blog\/?p=22039"},"modified":"2022-09-02T14:37:36","modified_gmt":"2022-09-02T09:07:36","slug":"invalid-traffic-identification-and-protection","status":"publish","type":"post","link":"https:\/\/www.adpushup.com\/blog\/invalid-traffic-identification-and-protection\/","title":{"rendered":"Invalid Traffic Identification and Protection for Publishers","gt_translate_keys":[{"key":"rendered","format":"text"}]},"content":{"rendered":"\n<p>Advertising is fundamentally a business based on trust. As a publisher, your job is to build trust between your audience and your content. But you also depend on your advertisers to help build that trust.<\/p>\n\n\n\n<p>&nbsp;Their presence not only impacts your reputation, but also impacts your ability to secure new advertising dollars, generate revenue from your content, and grow your bottom line. So what do you do when you discover invalid traffic on your site?<\/p>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_79_2 counter-flat ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents:<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #000000;color:#000000\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #000000;color:#000000\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.adpushup.com\/blog\/invalid-traffic-identification-and-protection\/#Definition_of_Invalid_Traffic\" >Definition of Invalid Traffic<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.adpushup.com\/blog\/invalid-traffic-identification-and-protection\/#General_Invalid_Traffic_GIVT\" >General Invalid Traffic (GIVT)&nbsp;<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.adpushup.com\/blog\/invalid-traffic-identification-and-protection\/#Sophisticated_Invalid_Traffic_SIVT\" >Sophisticated Invalid Traffic (SIVT)<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.adpushup.com\/blog\/invalid-traffic-identification-and-protection\/#Follow_these_Steps_to_Eliminate_Common_Causes_of_IVT_Invalid_Traffic\" >Follow these Steps to Eliminate Common Causes of IVT Invalid Traffic<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.adpushup.com\/blog\/invalid-traffic-identification-and-protection\/#Source_Identification\" >Source Identification<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.adpushup.com\/blog\/invalid-traffic-identification-and-protection\/#Traffic_Reviewing\" >Traffic Reviewing<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.adpushup.com\/blog\/invalid-traffic-identification-and-protection\/#Data_Center_Traffic\" >Data Center Traffic<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/www.adpushup.com\/blog\/invalid-traffic-identification-and-protection\/#How_to_Find_and_Eliminate_Invalid_Traffic_IVT_On_Your_Website\" >How to Find and Eliminate Invalid Traffic (IVT) On Your Website?<\/a><\/li><\/ul><\/nav><\/div>\n<h2 id=\"h-definition-of-invalid-traffic\"><span class=\"ez-toc-section\" id=\"Definition_of_Invalid_Traffic\"><\/span>Definition of Invalid Traffic<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Invalid traffic is the artificial inflation of clicks and impressions on a website that does not come from a genuine user with a real interest in the content. Invalid traffic occurs both accidentally and with fraudulent intent. According to <a href=\"https:\/\/www.google.com\/ads\/adtrafficquality\/invalid-activity\/\">Google<\/a> it can \u2018include accidental clicks caused by intrusive ad implementations, fraudulent clicking by competing advertisers, advertising botnets and more.\u2019<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>Let&#8217;s know about the two different types of IVT invalid traffic fraud affecting publishers:<\/p>\n\n\n\n<h3 id=\"h-general-invalid-traffic-givt\"><span class=\"ez-toc-section\" id=\"General_Invalid_Traffic_GIVT\"><\/span>General Invalid Traffic (GIVT)&nbsp;<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>A less malicious form of IVT ad fraud is caused by online web crawlers, search engine spiders, and ad spy tools. GIVT is usually generated without the publisher&#8217;s knowledge.<\/p>\n\n\n\n<h3 id=\"h-sophisticated-invalid-traffic-sivt\"><span class=\"ez-toc-section\" id=\"Sophisticated_Invalid_Traffic_SIVT\"><\/span>Sophisticated Invalid Traffic (SIVT)<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>SIVT fraud uses much more advanced techniques such as proxies, adware, and hijacked devices by malware to mimic real human behaviour and clicks. SIVT traffic can be so sophisticated that even Google is unable to detect 5%-10% of all SIVT traffic. Incentivized clicks and PPC click exchange programs can also be classified in this category of IVT, however, these methods are very quick to be detected by AdSense and AdMob quality control algorithms.<\/p>\n\n\n\n<h2 id=\"h-follow-these-steps-to-eliminate-common-causes-of-ivt-invalid-traffic\"><span class=\"ez-toc-section\" id=\"Follow_these_Steps_to_Eliminate_Common_Causes_of_IVT_Invalid_Traffic\"><\/span>Follow these Steps to Eliminate Common Causes of IVT Invalid Traffic<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<h3 id=\"h-source-identification\"><span class=\"ez-toc-section\" id=\"Source_Identification\"><\/span>Source Identification<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>If you\u2019re detecting non-human traffic to your pages then it has to be coming from somewhere. Determining the geographical point of origin is the first step toward solving the problem. You can use IAS reports, seen below, for a regional breakdown of invalid traffic. If your site traditionally serves specific countries or regions, using this report to identify outlier traffic sources can help to detect potentially invalid traffic sources.<\/p>\n\n\n\n<p>Geography isn\u2019t the only way to spot traffic outliers. <\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>Most publishers have a fairly consistent, and unique mix of traffic sources and no one knows better than you which devices and channels (mobile web, desktop, in-app, etc.) are your strongest. Using IAS reports to look for outlier channels can further help to narrow down where fraud is originating from and help to identify the source.<\/p>\n\n\n\n<h3 id=\"h-traffic-reviewing\"><span class=\"ez-toc-section\" id=\"Traffic_Reviewing\"><\/span>Traffic Reviewing<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>If you\u2019re using paid traffic sources then the possibility of fraudulent or bot-based traffic can be higher. Conduct a thorough review of your traffic-sourcing methods and traffic suppliers. Discount traffic suppliers often rely on bots or click farms to generate views and impressions. Insist on extra transparency where necessary to ensure that any traffic you pay for is authentic. If a supplier\u2019s offer seems too good to be true, then it probably is.<\/p>\n\n\n\n<h3 id=\"h-data-center-traffic\"><span class=\"ez-toc-section\" id=\"Data_Center_Traffic\"><\/span>Data Center Traffic<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>There are variations of invalid traffic that are not always the result of fraud, meaning no deceptive activity is involved. Even though data centre traffic can be the result of legitimate business activities, it can still sometimes appear as non-human traffic and may confuse advertising partners looking for authentic audiences.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>If you\u2019ve detected large amounts of data centre traffic you should first confirm that you aren\u2019t running any software tools that would require data centre traffic to hit your site. Running traffic-driving tools can produce invalid traffic that advertisers find undesirable. You may also want to be aware of any cybersecurity, testing or analytics tools you might be using that could cause data centre traffic to hit your site and therefore trigger IAS invalid traffic detection models.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>The steps described above are useful for understanding what causes invalid traffic. If you\u2019ve run through all three of these steps without detecting any anomalies, then it\u2019s possible that your site has been targeted by genuine fraudsters without your knowledge. Bots are often instructed to visit premium sites to pick up desirable cookies which can then be used to monetize fraudulent sites. If you\u2019re operating a premium site then this may explain some low-level invalid traffic.&nbsp;<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>If you\u2019ve detected invalid traffic on your site, then it\u2019s possible your advertising partners have too. Being proactive and well-informed can go a long way toward ensuring that you and your advertisers present a united front against fraud.<\/p>\n\n\n\n<h2 id=\"h-how-to-find-and-eliminate-invalid-traffic-ivt-on-your-website\"><span class=\"ez-toc-section\" id=\"How_to_Find_and_Eliminate_Invalid_Traffic_IVT_On_Your_Website\"><\/span>How to Find and Eliminate Invalid Traffic (IVT) On Your Website?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>To begin to identify and eliminate invalid traffic, publishers should start by filtering out bots. This can be done with the use of Google Analytics. Login to your Google Analytics account, go to the&nbsp;Admin button, Navigate to the View tab and click on View Settings. Simply, scroll down the page and select the Bot Filtering option if it\u2019s unchecked. Finally, ensure to Save your settings.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>With advertisers becoming increasingly concerned about ad fraud, publishers should ensure that they are on top of the threat posed by invalid traffic.&nbsp;<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>For maximum ad revenue for everyone involved, publishers should constantly be monitoring their traffic sources and using the above methods to filter IVT.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>Is your site struggling with invalid traffic, bots, and ad fraud?&nbsp; Contact our team at AdPushup to learn more about protecting your ad reputation and revenue today.<\/p>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"excerpt":{"rendered":"<p>Advertising is fundamentally a business based on trust. As a publisher, your job is to build trust between your audience and your content. But you also depend on your advertisers to help build that trust. &nbsp;Their presence not only impacts your reputation, but also impacts your ability to secure new advertising dollars, generate revenue from<\/p>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"author":18,"featured_media":22040,"comment_status":"open","ping_status":"close","sticky":false,"template":"","format":"standard","meta":{"content-type":"","om_disable_all_campaigns":false,"inline_featured_image":false,"apple_news_api_created_at":"","apple_news_api_id":"","apple_news_api_modified_at":"","apple_news_api_revision":"","apple_news_api_share_url":"","apple_news_coverimage":0,"apple_news_coverimage_caption":"","apple_news_is_hidden":false,"apple_news_is_paid":false,"apple_news_is_preview":false,"apple_news_is_sponsored":false,"apple_news_maturity_rating":"","apple_news_metadata":"\"\"","apple_news_pullquote":"","apple_news_pullquote_position":"","apple_news_slug":"","apple_news_sections":"\"\""},"categories":[6440],"tags":[10677,10679,10678],"apple_news_notices":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v18.5 (Yoast SEO v18.9) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Invalid Traffic Identification and Protection for Publishers | Adpushup<\/title>\n<meta name=\"description\" content=\"Invalid Traffic Identification and Protection, a guide for publishers to help them know how to protect their ads from invalid traffic.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.adpushup.com\/blog\/invalid-traffic-identification-and-protection\/\" \/>\n<meta name=\"twitter:card\" content=\"summary\" \/>\n<meta name=\"twitter:title\" content=\"Invalid Traffic Identification and Protection for Publishers | Adpushup\" \/>\n<meta name=\"twitter:description\" content=\"Invalid Traffic Identification and Protection, a guide for publishers to help them know how to protect their ads from invalid traffic.\" \/>\n<meta name=\"twitter:image\" content=\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2022\/06\/undraw_Selected_options_re_vtjd.png\" \/>\n<meta name=\"twitter:creator\" content=\"@adpushup\" \/>\n<meta name=\"twitter:site\" content=\"@adpushup\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Shubham Grover\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Organization\",\"@id\":\"https:\/\/www.adpushup.com\/blog\/#organization\",\"name\":\"AdPushup\",\"url\":\"https:\/\/www.adpushup.com\/blog\/\",\"sameAs\":[\"https:\/\/www.linkedin.com\/company\/adpushup\/\",\"https:\/\/www.facebook.com\/AdPushup\/\",\"https:\/\/twitter.com\/adpushup\"],\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.adpushup.com\/blog\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2019\/02\/AdPushup-logo.png\",\"contentUrl\":\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2019\/02\/AdPushup-logo.png\",\"width\":3294,\"height\":893,\"caption\":\"AdPushup\"},\"image\":{\"@id\":\"https:\/\/www.adpushup.com\/blog\/#\/schema\/logo\/image\/\"}},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.adpushup.com\/blog\/#website\",\"url\":\"https:\/\/www.adpushup.com\/blog\/\",\"name\":\"AdPushup Blog\",\"description\":\"A\/B Testing, Monetization &amp; 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