Overview 

Equativ prevents invalid traffic (IVT) using HUMAN Security’s advanced detection technology, scanning all traffic pre-bid to filter out bots and fraud. This article explores invalid traffic (IVT) and details how Equativ addresses it.

Access

Invalid traffic detection is automatically enabled on all programmatic campaigns running through Equativ and on direct campaigns for customers using both Equativ’s ad server and RTB+. This service is provided free of charge.

About invalid traffic

Invalid traffic (IVT) refers to non-genuine activity that doesn't originate from real users or disrupts accurate measurement of user engagement. Equativ follows the Media Rating Council standards and guidelines for invalid traffic identification.

There are two types of IVT:

• General IVT includes easily identifiable fake traffic, such as bots, spiders, crawlers, and non-browser user agents.
• Sophisticated IVT is harder to detect and often fraudulent, involving bots mimicking real users, hijacked devices, manipulated ad tags, and incentivized traffic distortion.

Ways of detecting and filtering invalid traffic

Equativ uses HUMAN Security’s advanced ad verification, bot detection, and cybersecurity technology to identify and block invalid traffic. This process involves dual integration, scanning both ad calls (pre-bid) and impressions (post-bid).

All programmatic traffic in Equativ is scanned across various devices, formats, and buying models, including CTV/OTT integrations, regardless of whether it is monetized through direct or programmatic campaigns. For publishers using Equativ's full stack, even traffic from direct campaigns is scanned for invalid traffic, ensuring thorough traffic curation.

Detecting and filtering measures

Equativ employs the following detecting and filtering measures:

• Proactive scanning: all traffic (display, video, server-side bidding, CTV, and SSAI) is scanned before bid requests are sent (pre-bid verification).
• Fraud prevention: if fraud is detected, the ad call is blocked, preventing any bid request.
• Tag evasion detection: the correlation between the ad call and the final impression is monitored. In case of major discrepancies, tag evasion might occur.
• Dynamic filtering: all applied filtering criteria are dynamic and verified continuously. For example, an IP address might be considered as invalid traffic at the moment, but might be considered as normal traffic when it is reassigned to a legitimate traffic source by the ISP.
• Industry-wide data: HUMAN Security’s network data enhances detection accuracy across all clients and products.

Beyond the granular, real-time detection handled by HUMAN, Equativ has established internal processes to remove any consistent sources of invalid traffic. This ranges from blocking entire properties, such as domains, apps, and channels, to terminating the partnership with the inventory provider.

Benefits

Equativ's invalid traffic detection and filtering technology offers important benefits for both buyers and publishers:

• Buyers can prevent their budgets from being spent on invalid traffic across various environments, including CTV and SSAI.
• Publishers using Equativ's programmatic solutions benefit from filtering out invalid traffic, maximizing their selling potential in both programmatic and direct campaigns. This technology helps maintain publisher legitimacy, reducing the risk of being unjustly blocked or facing invalid traffic refunds.

Miscellaneous

This section covers various aspects of IVT detection, reporting, invoice adjustments, and GDPR compliance.

• Access to filtered traffic data: Equativ doesn't disclose details about traffic identified as invalid by HUMAN. However, properties showing consistent IVT traces might be removed, and in specific cases, aggregated-level HUMAN reporting might be available.
• Third-party IVT detection: if a third-party IVT vendor reports IVT in your campaigns, provide the report and context to the Equativ Quality team (quality-team@smartadserver.com), copying your account representatives. Equativ will investigate and might provide aggregated-level reporting.
• Invoice deductions: Equativ doesn't offer invoice deductions unless an investigation confirms an error in HUMAN’s IVT detection. If you believe this has occurred, submit the necessary details to the Equativ Quality team (quality-team@smartadserver.com).
• GDPR compliance: IVT scanning is conducted under the legal basis of "legitimate interest", meaning user consent isn't required.