State of Digital UK 2023
IVT in anything, contaminates everything.Luckily, advanced IVT measurement can help.
Invalid traffic - often referred to as non-human traffic (NHT) - is a real issue. If an ad isn’t reaching a real person, that’s a real problem. Beyond generating waste and distrust, it undermines the integrity of every other effectiveness metric and hurts both buyers and sellers – degrading the value of the advertising industry as a whole. Our sophisticated IVT detection is integrated into Comscore vCE, giving media buyers, ad networks and sellers a trusted method to better protect their traffic and campaigns from IVT threats.
Comscore provides unique General and Sophisticated Invalid Traffic detection that goes beyond the standard filtration required for industry accreditation. Our Triple Detection Technology uses three key Comscore data assets – ad tags, census page tags and a panel of humans – to measure invalid traffic, providing more protection than lesser solutions.
Staying ahead of IVT is a constant challenge. Comscore has from the start drawn attention to this important issue. We’ve integrated anti-IVT technology across our advertising and audience measurement products, and we continue to develop advanced capabilities that set higher standards for the industry.
To catch hard-to-detect invalid activity.
Techniques that rely on spiders and bots can leave measurement holes.
We do not filter them directly, as other solutions do, but rather analyze behavior in full context with the depth and breadth of our data assets.
Arm yourself with the knowledge needed to grow your business.