Invalid Traffic Monitoring and Infraction Policy

Last Updated: May 24, 2023

Prior to onboarding any new publishers, Nativo runs filters for each ad request to check against:

  • Our proprietary geo-IP Data provider source against data center IP ranges
  • BOTs based on browser User Agent via the IAB framework
  • TAG DCIP list for blacklisted IPs

Nativo only enables third party trackers on the requests that pass these filters at which point we begin processing campaign transactions and performance results.

Nativo monitors IVT across all transactions sold by Nativo. We set an internal benchmark of 2% or less across our Marketplaces. Since Nativo sells on both CPM and viewable-CPM, real-time reporting is provided for both standard impressions and in-view impressions, respectively.

If an issue with IVT is identified as originating from a publication or URL, the Publication or URL is removed from the Marketplace and only reintroduced once the Publisher confirms with their account manager that the issue(s) has been resolved. Repeat offenders are subject to permanent removal from our Marketplaces.

Publications or URLs that have levels of impressions with IVT, GIVT and SIVT indicating suspicious activity will trigger an investigation.

On a weekly basis, the Nativo Ad Platform automatically conducts an audit to identify publications with IVT issues for both Standard and In-View Impressions.

If an IVT issue is found, the tracking process commences as follows:

The publisher Account Manager notifies the offending publisher that one of their URLs is in violation of our IVT thresholds and that we will be opening an investigation into how the IVT is occurring and if removal from the Nativo network is required. An investigation consists of identifying sources of IVT using Nativo’s proprietary data technology, and allowing the publisher to provide documentation that conflicts with our findings from an MRC Accredited source. After the investigation is completed, if the publication or URL is found to be in violation, we reserve the right to remove the publication or URL from our network and/or blacklist them.

Insufficient Organic Traffic

The Publisher must acquire traffic primarily from organic sources and shall use best efforts to ensure that none of such traffic is fraudulent. If any of the Publisher Properties acquires more than 50% of its end users from non-organic channels, Nativo reserves the right to suspend Publisher’s access to the Services until resolved.

Excessive Ad Refresh

Publisher may load new Ads only when (a) the end user navigates to a new page or screen; (b) the current page is substantially updated with new content and at least one minute has passed since the last refresh; or (c) the Ad unit has remained in view for at least 30 seconds, as measured by an MRC-accredited verification company.

Advertiser Metric Manipulation

Publisher shall not manipulate their advertising metrics in any way to make its inventory appear more favorable and in turn gain more revenue and demand impression. If Nativo reasonably believes Publishers is manipulating metrics, Nativo may, in its sole discretion, suspend or terminate Publisher’s access to the Services.

Site Traffic Validation

If Nativo cannot validate traffic via a trusted third party software, Nativo reserves the right, in its sole discretion, to suspend or terminate Publisher’s access to the Services.

Glossary of Terms

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.