GIVT and SIVT in Advertising?

SIVT is for Sophisticated Invalid Traffic, while GIVT stands for General Invalid Traffic. It is defined by the MRC (Media Ratings Council). It avoids using broad terminology like fraud and thus classifies traffic as "invalid."

According to MRC, GIVT is traffic recognized using systematic filtration methods such as the use of lists or other standardised parameter checks. "Data Center Traffic," "Bots, Spiders, and Crawlers," "Activity-based filtration," "Non-browser UA Headers or other unknown browsers," and "pre-fetch or browser pre-rendered traffic" are a few instances of GIVT traffic.

In a server-to-server communication, particularly in real-time bidding. SSPs/DSPs must pre-validate ad request IPs and filter such traffic if it originates from any Data Centers or VPNs. There are billions of IPs associated with data centers, VPNs, and proxy servers, and the number is growing. Simple to recognise, but difficult to filter in real-time because ad response time is a big limitation.

SIVT, according to MRC, is comprised of more difficult-to-detect circumstances that necessitate advanced analytics, multi-point corroboration/coordination, significant human engagement, and so on to evaluate and identify. "Differentiating human and IVT if they are originating from the same source," "bots masquerading as legitimate users," "Hijacked user sessions, devices, etc.," "Non-viewable / obfuscated ad serving," "Invalid Proxy Traffic," "Adware and Malware," "Incentivized traffic," "Falsified viewable impressions," "Falsified sites," "Cookie stuffing, harvesting and recycling,"

According to our CTO (Anand Kumar)

We are witnessing 30-40% of traffic that is not created by human devices, and in most cases, sources are doing it on purpose to benefit. Amli filters billions of IPs and evaluates their percentage for real-time auto-blocking. Caching and managing such large IP addresses was a difficult challenge at first, but we managed it without utilising separate servers and with 100 percent uptime. It takes us less than 1 milliseconds to filter, with no additional strain on equipment. In the current circumstances, it appears positive for us because our ad response time is still less than 80 milliseconds.

Post validations are important components in filtering and eliminating SIVT sources; they begin with validation against request data and beacons (for example, impression and click) data that we receive directly from the users' devices.

Ad networks should avoid using direct payload and instead use their own encoding techniques that can only be decoded on their ad servers to avoid exposing any entities.

Following that, we validate the beacons headers data against the request data. It includes User-Agent, IP, Bundle, and Domain, among other things. Finally, our machine learning algorithms track the legitimate behaviour of others. Ad viewability is another element that we filter and exclude altogether or limit such sources where ad viewability is less than 1 second with the proper MRC defined pixel. Our IVT filtration technology is the greatest, and I can guarantee it.

is adtech a better placed to win out the pandemic?

Advertising in the New Normal


After the last six and a half months of turmoil, We’ve made it to Q4. 


Here is an attempt to cover an overview of what impact and uncertainty these changes have on the programmatic advertising during and post lockdown- opportunity, scope, and conclusions to watch in order to look for the way forward. 


As the world was moving into the lockdown, advertising spends settled across the globe, OOH and cinema recoiled spontaneously. The lifestyle and media consumption patterns of the consumers changed and social media, TV, gaming services, and all forms of digital consumption climbed-up. And hence Advertisers are getting online with digital advertising as this is now a winning solution to push commerce.


Seems the adtech is better placed to win out the pandemic? 


According to the Interactive Advertising Bureau, almost a quarter (24%) of media buyers, planners, and brands have paused spending until the end of Q2, while 46% indicated they would adjust their ad spend across the same time period. The first three-quarters of the pandemic had a bigger impact than the 2008 financial crisis.


There is a strong argument on the above that even though the scope of digital media consumption has increased and is expected to change permanently, the data and parameters that were used for advising or directing advertising budgets is not the same now and is expected to change drastically in the future and considering the current consumer behavior, it could be wholly different in the future. This has caused advertisers to revise the budget and the type of campaigns they should run, leading to a drop in the pricing and spending across the market.


Businesses are affected and advertising budgets are slashed due to reduced competition.


The advertising space of the digital news publishers is on a boom but ironically advertising demand for such platforms is reduced as brands are avoiding impressions with Covid related content and are withdrawing spend and blocking keywords across programmatic channels on news websites.

Deep-rooted adjustments following COVID-19 


There are many calls before the Ad digital industry in order to move ahead in the “New Normal” scene emerging post lockdown. The change towards digital attitudes of people necessitates an alteration in the strategies of brand building for businesses.


As the lockdown bends, OOH advertising will be back and it will influence the initial digital shift. This influence will lead to improving the ways and ad industry plans to execute and measure the return on investment for the business. The industry appears to be in a superior position as they hold behavioral data collected through the pandemic and this will certainly help them to emerge faster and stronger from the crisis.

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