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SIVT Filtration and Invalid Traffic Prevention

Overview

Per IAB/MRC Retail Media Measurement Guidelines, Topsort implements comprehensive Sophisticated Invalid Traffic (SIVT) filtration to ensure data quality and accurate attribution. This documentation outlines our approach to detecting and filtering invalid traffic.

What is SIVT?

Sophisticated Invalid Traffic (SIVT) refers to fraudulent or non-human traffic that requires advanced analytics, multi-point corroboration, and significant human intervention to detect. This includes:

  • Bot networks and botnets
  • Hijacked devices and sessions
  • Invalid proxy traffic
  • Adware and malware traffic
  • Falsely represented sites or impressions
  • Cookie stuffing and impression laundering
  • Manipulated or automated browsing

SIVT Detection Methods

Real-time Filtration

Topsort employs multiple detection methods in real-time:

  1. Pattern Analysis

    • Abnormal click patterns and velocities
    • Suspicious user agent strings
    • Irregular browsing behaviors
    • Anomalous geo-location patterns

  2. Device and Session Validation

    • Device fingerprinting
    • Session consistency checks
    • Cross-reference with known bot signatures
    • JavaScript challenge-response validation

  3. Network Analysis

    • IP reputation scoring
    • Data center and proxy detection
    • VPN and anonymizer identification
    • Known bot network blacklists

Post-impression Analysis

Additional validation occurs after impression events:

  • Click-through rate anomaly detection
  • Conversion pattern analysis
  • Time-to-conversion distribution checks
  • Cross-campaign behavioral analysis

Impact on Attribution

Filtered Metrics

When SIVT is detected, the following actions are taken:

  1. Impressions: Filtered impressions are not counted toward viewable impression totals
  2. Clicks: Invalid clicks are removed from CTR calculations
  3. Conversions: Outcomes associated with SIVT are excluded from attribution
  4. Billing: Advertisers are not charged for SIVT traffic

Reporting Transparency

SIVT Reporting

Marketplaces can access SIVT metrics through:

  • Campaign Dashboard: View filtered traffic percentages
  • API Reports: Detailed SIVT breakdowns by type
  • Monthly Summaries: Aggregate SIVT trends and patterns

Metrics Available

  • Total impressions vs. valid impressions
  • SIVT rate by traffic source
  • Filtered click volume
  • Impact on campaign performance metrics

Compliance Standards

Our SIVT filtration meets or exceeds:

  • MRC Invalid Traffic Detection and Filtration Guidelines
  • IAB/MRC Retail Media Measurement Guidelines (Section 3.5)
  • TAG Certified Against Fraud Standards

Best Practices for Marketplaces

To minimize SIVT exposure:

  1. Implement Publisher Quality Controls

    • Vet new publishers and traffic sources
    • Monitor publisher performance regularly
    • Set quality thresholds for participation

  2. Enable Additional Security

    • Require HTTPS for all ad serving
    • Implement ads.txt/app-ads.txt
    • Use domain verification

  3. Monitor Anomalies

    • Review sudden traffic spikes
    • Investigate abnormal CTR patterns
    • Check conversion rate outliers

Appeals Process

If a marketplace believes traffic was incorrectly filtered:

  1. Submit a support ticket with campaign ID and timeframe
  2. Provide supporting evidence for legitimate traffic
  3. Topsort will review within 5 business days
  4. Adjustments made if filtration error confirmed

Technical Implementation

For API Integration

When retrieving metrics via API, SIVT-filtered data is indicated by:

{
  "metrics": {
    "impressions": {
      "total": 10000,
      "valid": 9750,
      "sivt_filtered": 250,
      "sivt_rate": 0.025
    },
    "clicks": {
      "total": 500,
      "valid": 485,
      "sivt_filtered": 15,
      "sivt_rate": 0.03
    }
  },
  "sivt_categories": {
    "bot_traffic": 150,
    "datacenter_traffic": 75,
    "suspicious_patterns": 25
  }
}

Webhook Notifications

Real-time SIVT alerts can be configured for:

  • Campaigns exceeding SIVT thresholds
  • Sudden SIVT spike detection
  • New SIVT pattern identification

Frequently Asked Questions

  1. How quickly is SIVT detected and filtered?
    • Most SIVT is detected in real-time during the impression event. Post-impression analysis may identify additional invalid traffic within 24-48 hours.
  2. Are filtered impressions included in reports?
    • Filtered impressions are excluded from standard metrics but available in detailed SIVT reports for transparency.
  3. Can SIVT filtration be customized?
    • While core filtration standards are mandatory for MRC compliance, additional custom rules can be configured for specific marketplace needs.
  4. How often are SIVT detection algorithms updated?
    • Detection algorithms are continuously updated based on emerging fraud patterns and industry intelligence.