Preventing invalid traffic (IVT) on the Sovrn Ad Exchange comes down to keeping your traffic genuinely human, keeping your inventory authorized, and passing accurate, transparent signals in every ad request. Sovrn expects IVT to measure under 1% at the account level, with no individual property exceeding 15% IVT.
Steps to reduce invalid traffic on the Sovrn Ad Exchange
To bring down and prevent IVT on your Sovrn inventory:
-
Scan with an MRC-accredited vendor. Implement IVT scanning through a Media Rating Council (MRC)-accredited vendor so you can independently identify and cut off sources of invalid traffic.
-
Stay authorization-compliant. Ensure your inventory is
ads.txt/app-ads.txtcompliant and that your supply chain (schain) is fully transparent, so only authorized inventory is being sold. -
Pass accurate, dynamic request values. Your ad requests must accurately and dynamically pass values including IP address, User Agent, user identification, geolocation, the property where the impression occurs, device type, and device IFA. All values — whether dynamic or static — must match what's observable in the request headers.
-
Handle server-side ad insertion (SSAI) correctly. For SSAI, make sure transparency values are properly formatted and forwarded directly from the client, and use the
X-Forwarded-Forheader to pass the true end-user IP address and any proxies.
How to recover a bundle denied for high IVT
If a bundle was denied for high IVT and you believe you've identified and fixed the source of the problematic traffic, start sending a limited amount of traffic from the previously denied bundle. Sovrn will measure any improvement and reconsider the bundle for approval, typically within two business days.
For the complete traffic health requirements and best practices, see the Traffic Health section of Sovrn's denial and remediation guide.
Questions? Concerns? Our team would be more than happy to help. Reach out to our Support Team here.