Invalid traffic (IVT) is any activity or behavior that generates fraudulent or illegitimate impressions, clicks, or interactions with digital advertisements. IVT encompasses various deceptive practices aimed at manipulating ad metrics, misleading advertisers, or generating unlawful revenue. It is a significant concern in the digital advertising industry.

Adtech companies employ various measures and technologies to combat Invalid Traffic, including fraud detection algorithms, traffic filtering, and partnerships with third-party verification services. These measures help minimize the impact of IVT on advertising campaigns and protect the interests of advertisers and publishers by ensuring that ad metrics are accurate and reflect genuine user interactions.

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