1. Ad Management
  2. Safety & Transparency

How to Monitor for Invalid Traffic

The Ad Management Platform gives publishers some tools to help manage invalid traffic. Learn more below.

Invalid traffic (IVT) includes any clicks or impressions that may artificially inflate an advertiser's costs or a publisher's earnings. Invalid traffic covers intentionally fraudulent traffic as well as accidental clicks.

The Ad Management platform utilizes Google reporting. More specifically, we show Google filtered impressions, which are impressions that are deemed 'invalid.' 

Invalid traffic includes, but is not limited to:

  • Clicks or impressions generated by publishers clicking their own live ads
  • Repeated ad clicks or impressions generated by one or more users
  • Publishers actively encouraging clicks on their ads 
  • Accidental clicks on ads
  • Automated clicking tools or traffic sources, robots, or other deceptive software.

Examples of invalid traffic may include language encouraging users to click on ads, ad placements next to UI features on your site creating a high volume of accidental clicks, bot traffic, and much more.

We understand that a third party may generate invalid traffic on your ads without your knowledge or permission. However, ultimately it is your responsibility as the publisher to ensure that the traffic on your ads is valid.

IVT Dashboard

Sovrn Ad Management offers a unique dashboard that gives publishers insights how IVT is affecting their business. 

If you have access to the platform, click here to jump to that dashboard.

If you’re interested in learning more about reducing IVT, check out this resource from Google.