General Invalid Traffic refers to a class of invalid or fraudulent activities associated with online advertising. It involves various non-human actions that artificially boost ad impressions, clicks, and other engagement metrics, resulting in inaccurate and deceptive performance data for advertisers and publishers.

GIVT encompasses activities like automated bots, spiders, or crawlers that imitate human interactions with ads. Intentionally deployed operators use these bots to view and click on ads, inflating the ad’s metrics without genuine interest or intent from real users. Moreover, GIVT can arise from traffic generated by data centers, click farms, and other non-human origins.

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