Addendum: 'Filtered Bot Traffic' Defined

Readers commented they did not understand what the definition of “filtered bot traffic” was in an analysis of declining video ad fraud published Thursday  in Research Intelligencer. Extreme Reach, which conducted the analysis, said filtered bot traffic refers to General Invalid Traffic, or GIVT, which are "video impressions that are considered invalid based on General Invalid Traffic requirements and have been filtered out of Net reports, which include bots/spiders, invalid browsers, and high frequency pattern analysis."

We are publishing the Media Rating Council’s definition here, and linking to its full addendum, as well as the IAB’s “Anti-Fraud Principles and Proposed Taxonomy,” which are key industry sources for defining it.



Readers also said they were unclear what percent of fraud it accounts for and therefore did not understand what the “sample” base was for Extreme Reach’s analysis.

The analysis was not sample-based, but an analysis of actual video ad campaigns served via Extreme Reach’s platform from January 2015 through December 2017, covering billions of video ad impressions across desktop, mobile (smartphone), tablet and connected TV devices.

According to Extreme Reach, that type of fraud accounted for 5.92% of its total activity in the fourth quarter of 2017, which represents a decline of 33.8% from what it detected in the fourth quarter of 2016.

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