Invalid Traffic (IVT) Monitoring and Infraction Policy

Nativo has a direct integration with Moat to monitor IVT (Invalid Traffic), sometimes referred to as NHT (Non-human Traffic), across all campaigns sold by Nativo. IVT and NHT are any traffic source coming from a non-human or bot. (See Moat definitions section at bottom of this page).

On a weekly basis (Mondays, unless Monday is a holiday, the report is done the next business day), the below parameters are utilized to identify Publications with IVT issues for both Standard and In-View Impressions from our Moat account on a 7-day rolling period.

Each time a Publication exceeds a General IVT Rate of 10% or IVT greater than 20%, you will receive notice of an “Infraction.” We hope this monitoring benefits you by catching issues of which you may not be aware. Please familiarize yourselves with the below infraction policy, and add “monitoring@nativo.com” to your address book, to ensure you receive any alerts.

Each time a Publication exceeds these thresholds:

  • Delivered 1,000 Standard Impressions or greater;
  • GIVT Rate greater than 10% or IVT greater than 20%

They will receive an “Infraction”. The Infraction tracking process is as follows:

  • 1st infraction:
    • Publisher alerted via automated email that one (or more) of their Publications is included in Nativo’s Moat-supported IVT report for exceeding the acceptable thresholds of IVT to remain in the Nativo Marketplace*.
    • The source of IVT will be blocked from receiving demand from Nativo until the Publisher acknowledges that the issue is resolved.
    • Once the Publisher confirms the issue is resolved, they are subject to a 7-day monitoring period – email addressing issue will suffice.
    • If the % of IVT exceeds Nativo’s thresholds in this time, the Publication will remain in a blocked status and possibly moved to a 2nd time Infraction status, at the sole discretion of Nativo.
    • If the IVT issue is resolved within the monitoring period, the Publication will be reintegrated into Nativo’s Marketplace.
       
  • 2nd infraction:
    • Publisher alerted via automated email that one (or more) of their Publications is included in Nativo’s Moat-supported IVT report for exceeding the acceptable thresholds of NHT to remain in our Marketplace for the second time.
    • The source of IVT will be blocked from receiving demand from Nativo until the Publisher acknowledges that the issue is resolved and warned if they appear again (3 infractions total) the site will be permanently removed from the Nativo Marketplace.
    • Once the Publisher confirms the issues are resolved they are subject to a 7-day monitoring period – email addressing issue will suffice.
    • If the % of IVT exceeds Nativo’s thresholds in this time, the Publisher will remain in a blocked status and possibly moved to a 3rd time Infraction status, at the sole discretion of Nativo.
    • If the IVT issue is resolved within the monitoring period, the Publication will be reintegrated into Nativo’s Marketplace.
       
  • 3rd infraction:
    • Publisher alerted via automated email that one (or more) of their Publications received their third (and final) infraction and the Publication will be permanently removed from Nativo’s Marketplace.
    • The Publisher Account Manager and Business Development and/or Publisher Development representative are responsible for executive outreach to Publisher to inform them of their expulsion from the Nativo Marketplace.
    • While infractions may not span all Publications owned and operated by the Publisher, Nativo may decide to remove all Publications owned and operated by the Publisher from the Marketplace, depending on the severity of the infractions. This decision is at the sole discretion of Nativo to maintain Compliance with MRC guidelines and ensure a safe environment for advertisers. These decisions will be reached by AMs, BD and respective executives from those two teams. 

 

Nativo Implements Non-Human Traffic Monitoring Support to Publishers

Invalid Traffic (IVT)
Also referred to as Nonhuman Traffic (NHT) or Suspicious Activity Detection (SAD), it is online traffic generated from machines or other bot activity that interacts with digital ads.

 

General Invalid Traffic (GIVT)
Traffic that comes from known, nonhuman sources on publicly available IP lists. It can be identified through routine means of filtration. Key examples include datacenter traffic; bots and spiders or other crawlers masquerading as legitimate users; non-browser user-agent headers; hidden, stacked, covered, or otherwise unviewable ads; pre-fetch or browser pre-rendering traffic; and invalid proxy traffic.

 

Sophisticated Invalid Traffic (SIVT)
Nonhuman traffic that is more difficult to detect, and requires advanced analytics, multipoint corroboration/coordination, or significant human intervention to analyze and identify. Key examples include hijacked devices, hijacked tags, adware, malware, incentivized browsing, misappropriated content (if applicable), falsified viewable impression decisions, and cookie stuffing.

If you have any questions about Nativo’s Invalid Traffic Monitoring or infraction tracking process, please contact your Account Manager.

 

*Nativo Marketplace is defined as Nativo facilitating demand, nativeRTB, Video Syndication and Nativo Premium. Main focus for monitoring will be on Nativo Premium.