{"id":4992,"date":"2019-11-21T11:27:40","date_gmt":"2019-11-21T11:27:40","guid":{"rendered":"https:\/\/oko.uk\/?p=4992"},"modified":"2019-11-21T11:27:40","modified_gmt":"2019-11-21T11:27:40","slug":"invalid-activity-and-traffic","status":"publish","type":"post","link":"https:\/\/cool.co\/supply-side-platform-home\/invalid-activity-and-traffic\/","title":{"rendered":"Invalid User Activity and Traffic: Everything publishers need to know"},"content":{"rendered":"<h2>What is Invalid User Activity (IVA)?<\/h2>\n<p><span style=\"font-weight: 400\">According to <\/span><a href=\"https:\/\/www.google.com\/ads\/adtrafficquality\/invalid-activity.html\"><span style=\"font-weight: 400\">Google<\/span><\/a><span style=\"font-weight: 400\">, Invalid User Activity occurs when a real person interacts with an ad but not out of genuine interest. These deceptive interactions can often artificially inflate an advertiser&#8217;s costs and publisher&#8217;s earnings. Some invalid activity is unintentional, such as when a user attempts to click a link but instead clicks an ad. Other invalid activity is categorically fraudulent; for example, when publishers encourage users to click their ads, whether that be through a direct request or by intentionally placing an ad unit where it will be mistaken for other site content.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Deceptive tactics that encourage invalid user activity are detrimental to the user experience and offer no value to advertisers. Because of this, Google keeps a close eye on any invalid activity and is quick to notify publishers of any violations which can result in disabled ad serving or account termination. Examples of invalid user activity include:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Publishers self-clicking their own live ads<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Numerous ad clicks or impressions generated by the same user, also known as \u2018<\/span><a href=\"https:\/\/oko.uk\/blog\/highctrattack\"><span style=\"font-weight: 400\">click-bombing<\/span><\/a><span style=\"font-weight: 400\">\u2019<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Improper ad placement which leads to a high number of accidental clicks<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Automated clicking tools or traffic sources, robots, or other deceptive software<\/span><\/li>\n<\/ul>\n<h2>What is Invalid Traffic (IVT)?<\/h2>\n<p><span style=\"font-weight: 400\">Invalid traffic is traffic that comes from bot activity on a website, rather than traffic created by real humans. Google refers to Invalid Traffic as any clicks or impressions that may artificially inflate an advertiser\u2019s costs or a publisher\u2019s earnings. This term encompasses incentivised traffic, as well as unintentional traffic. There are two types of invalid traffic:<\/span><\/p>\n<p><b>General Invalid Traffic<\/b> <b>(GIVT)<\/b><span style=\"font-weight: 400\"> &#8211; refers to non-human traffic that is generally non-malicious and can be caught through routine means of filtration. General invalid traffic does not engage with ads on site and can serve various purposes, such as measuring or improving the ecosystem. Some examples of GIVT include:\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Non-human traffic, such as self-identifying bots, spiders, search engine crawlers.<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Traffic from known data centre IP addresses that generate non-human traffic.<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Traffic from unknown, but legitimate, browsers.<\/span><\/li>\n<\/ul>\n<p><b>Sophisticated Invalid Traffic (SIVT)<\/b><span style=\"font-weight: 400\"> &#8211; refers to fraudulent non-human traffic which is designed to commit types of illegal activity. Detection of SIVT requires advanced analytics and significant human intervention since fraudsters are trying to mask their behaviour as legitimate.\u00a0 Some examples of SIVT include:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Incentivised traffic (i.e. offering users something of value in reward for surfing your website)<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Hijacked devices and\/or hijacked sessions that engage with ads<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Malware or adware<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Manipulation of analytics via bots<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Cookie stuffing<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400\">If Google observes a high level of invalid traffic on a publisher\u2019s account, they may suspend or disable the account.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Both invalid traffic and invalid user activity can be accidental or deliberate. If deliberately generated, this can be either paid for or committed out of spite to sabotage a publisher.\u00a0<\/span><\/p>\n<h2>How does Google prevent invalid activity?<\/h2>\n<p><span style=\"font-weight: 400\">Google cannot prevent IVT and IVA from happening altogether, they can only detect when it&#8217;s happening through the use of sophisticated technology and manual detection. When Google detects IVT or IVA, they filter it out using complex algorithms which are designed to analyse patterns and identify bad traffic in real time, so that advertisers do not pay. If IVT or IVA is detected but cannot be filtered out, Google refunds advertisers. Publishers who are found to be associated with invalid activity or sophisticated invalid traffic risk their payments being withheld and their account being suspended or terminated.<\/span><\/p>\n<h2>How can a publisher prevent invalid activity?<\/h2>\n<p><span style=\"font-weight: 400\">As publishers are responsible for the traffic on their sites, they are therefore required to monitor their traffic to ensure compliance with Google\u2019s policies.\u00a0<\/span><\/p>\n<h3>Use Google Analytics to understand your ad traffic and site visitors<\/h3>\n<p><span style=\"font-weight: 400\">Traffic should be broken down into meaningful segments using URL channels, custom channels or even Google Ad Manager ad units. This will enable you to understand how changes to traffic sources or implementation can affect your ad traffic. Google Analytics can be used to get further information about site visitors and to identify any anomalies with regards to user behaviour.<\/span><\/p>\n<h3>Don\u2019t click on your own ads!<\/h3>\n<p><span style=\"font-weight: 400\">Google Publisher policy stipulates that publishers are prohibited from clicking their own ads, regardless of the reason for doing so. If you really must click your own ads, whether that be because your genuinely interested in the destination URL or perhaps you are trying to diagnose delivery issues, use the Google Publisher Console. We have written a complete guide to installing and using the Google Publisher Console which you can <\/span><a href=\"https:\/\/oko.uk\/blog\/google-publisher-console\"><span style=\"font-weight: 400\">view here<\/span><\/a><span style=\"font-weight: 400\">. In a nutshell, the Google Publisher Console enables publishers to \u201ctest click\u201d their own live ads without those clicks being counted towards ad spam.\u00a0<\/span><\/p>\n<h3>Blocking bot activity<\/h3>\n<p><span style=\"font-weight: 400\">Unwanted bot activity can cause problems with both Invalid traffic and invalid clicks. There are commercial services that specialise in filtering out non-human traffic, and are able to tackle it in a number of ways. A simpler way to at least reduce bad bot activity is to block known bots either through robots.txt or restricting problematic IPs. CDN services like Cloudflare also provide some affordable protection against this<\/span><\/p>\n<h3>Steer clear of untrusted or low-quality partners<\/h3>\n<p><span style=\"font-weight: 400\">Partnering with low-quality ad networks, search engines or directory sites puts your site at risk of accumulating invalid traffic. When purchasing site traffic, ensure that you do so in a manner that complies with AdSense policies and monitor your reports closely to gauge the impact that each source has on your ad traffic. Review the <\/span><a href=\"https:\/\/support.google.com\/adsense\/answer\/3332805\"><span style=\"font-weight: 400\">traffic provider checklist<\/span><\/a><span style=\"font-weight: 400\"> to guide your discussions with any traffic provider you are considering<\/span><\/p>\n<h3>Be knowledgeable on Google\u2019s ad placement policies<\/h3>\n<p><span style=\"font-weight: 400\">When implementing ads, ensure that your placement adheres to Google\u2019s <\/span><a href=\"https:\/\/oko.uk\/blog\/two-click-penalty\"><span style=\"font-weight: 400\">ad placement policies<\/span><\/a><span style=\"font-weight: 400\"> and be sure to test this on multiple devices. Google states that ads should not be implemented in a way that they might be mistaken for other site content, such as a menu, navigation, or download links.<\/span><\/p>\n<p><b>If you are a publisher and suspect suspicious activity, you should <\/b><a href=\"https:\/\/support.google.com\/adsense\/contact\/invalid_clicks_contact\"><b>notify Google<\/b><\/a><b> immediately. <\/b><\/p>\n","protected":false},"excerpt":{"rendered":"<p>What is Invalid User Activity (IVA)? According to Google, Invalid User Activity occurs when a real person interacts with an ad but not out<\/p>\n","protected":false},"author":1,"featured_media":9210,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[2],"tags":[14],"class_list":["post-4992","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tips","tag-policy"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>How to identify and prevent Invalid Traffic and Invalid User Activity | OKO<\/title>\n<meta name=\"description\" content=\"Google keeps a close eye on any Invalid Traffic or Invalid User Activity and is particularly unforgiving when it comes to ad fraud.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, 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