--- title: "MRC Definitions for Invalid Traffic: SIVT" description: Pixalate, an MRC-accredited company for SIVT detection & filtration for desktop & mobile web impressions, provides definitions of SIVT, with examples. image: https://www.pixalate.com/hubfs/Blog_Media/Blog%20covers/shutterstock_565708549.jpg --- [![pixalate-full-logo](https://www.pixalate.com/hs-fs/hubfs/Pixalate_Logos/pixalate-full-logo.jpg?width=150&height=60&name=pixalate-full-logo.jpg "pixalate-full-logo")](https://www.pixalate.com) Search **Menu** ** ** ![](https://www.pixalate.com/hubfs/Blog_Media/Blog%20covers/shutterstock_565708549.jpg) [Thought Leadership](https://www.pixalate.com/blog/topic/thought-leadership) | 1 min read # MRC Definitions for Invalid Traffic: SIVT Written by [Tyler Loechner](https://www.pixalate.com/blog/author/tyler-loechner) Jul 6, 2017 2:48:45 PM *[Pixalate is an MRC-accredited company](https://blog.pixalate.com/mrc-accreditation-sivt-invalid-traffic-givt-detection-filtration-mobile) for the detection and filtration of Sophisticated Invalid Traffic ("SIVT") desktop and mobile web impressions.* --- The Media Rating Council (MRC) devised a standard for[Invalid Traffic Detection and Filtration Guidelines](http://mediaratingcouncil.org/101515_IVT%20Addendum%20FINAL%20(Version%201.0).pdf). The standard avoids the blanket use of the word “fraud” and instead classifies two types of invalid traffic: - [GIVT](https://blog.pixalate.com/mrc-definitions-givt-invalid-traffic-detection-filtration) (General Invalid Traffic) - SIVT (Sophisticated Invalid Traffic) Organizations may be accredited for either GIVT or SIVT by the MRC. As the harder-to-meet-standard, SIVT accreditation includes GIVT accreditation. The definitions of each are packed with jargon and can be intimidating to wade through. This post focuses on SIVT as defined by the MRC. So what is it? ### **MRC SIVT Definition** > “‘Sophisticated Invalid Traffic,’ consists of more difficult to detect situations that require advanced analytics, multi-point corroboration/coordination, significant human intervention, etc., to analyze and identify.” In this fashion, SIVT goes far beyond the simple pattern and behavioral matching of GIVT, requiring far more advanced statistical analysis to weed out fraudulent transactions from valid activity.  With today’s powerful computing AI, machine learning and advanced data science, such tools are more adept than ever at measuring the subtleties of sophisticated fraudulent behaviors. Examples of SIVT include: -      [Differentiating human and IVT traffic when originating from the same or similar source](https://blog.pixalate.com/mrc-definitions-sivt-differentiating-human-ivt-traffic-same-source) -      [Bots and spiders or other crawlers masquerading as legitimate users](https://blog.pixalate.com/mrc-definitions-sivt-bots-spider-crawlers-fake-legitimate-users) -      [Hijacked devices, user sessions, ad tags, and ad creative](https://blog.pixalate.com/mrc-definitions-sivt-hijacked-devices-user-sessions-ad-tags-creative) -      [Hidden/stacked/covered or otherwise intentionally obfuscated ad serving](https://blog.pixalate.com/mrc-definitions-sivt-hidden-stacked-obfuscated-ad-serving) -      [Invalid proxy traffic](https://blog.pixalate.com/mrc-definitions-sivt-invalid-proxy-traffic) -      [Adware and malware](https://blog.pixalate.com/mrc-definitions-sivt-adware-malware-examples) -      [Incentivized manipulation of measurements](https://blog.pixalate.com/mrc-definitions-sivt-incentivized-manipulation-measurements) -      [Falsified viewable impression decisions](https://blog.pixalate.com/mrc-definitions-sivt-falsified-viewable-impression-viewability) -      [Falsely represented sites](https://blog.pixalate.com/mrc-definitions-sivt-falsely-represented-sites) -      [Cookie stuffing, recycling, or harvesting](https://blog.pixalate.com/mrc-definitions-sivt-cookie-stuffing-recycling-harvesting-fraud) -      [Manipulation or falsification of location data](https://blog.pixalate.com/mrc-definitions-sivt-manipulation-falsification-location-data-fake-false) [Click here for information about GIVT](https://blog.pixalate.com/mrc-definitions-givt-invalid-traffic-detection-filtration). [![demo-request-blog-cta](https://no-cache.hubspot.com/cta/default/2364596/0412f307-49c4-44b7-8732-cdfad04ae1ad.png)](https://cta-redirect.hubspot.com/cta/redirect/2364596/0412f307-49c4-44b7-8732-cdfad04ae1ad) ### Search Blog Search ### Follow Pixalate ### Subscribe to our blog *By entering your email address and clicking Subscribe, you are agreeing to our [Terms of Use ](https://www.pixalate.com/terms)and [Privacy Policy.](https://www.pixalate.com/privacypolicy) Previous Story [← MRC Definitions for Invalid Traffic: GIVT](https://www.pixalate.com/blog/mrc-definitions-givt-invalid-traffic-detection-filtration) [** ](https://www.pixalate.com/blog) Next Story [GIVT fraud detection: What is data-center traffic? →](https://www.pixalate.com/blog/mrc-definitions-givt-invalid-traffic-data-center-traffic) ## You May Also Like These Stories on Thought Leadership [![](https://www.pixalate.com/hubfs/Q%26A%20with%20Krush%20Media%20-%20cover.png) ](https://www.pixalate.com/blog/krush-media-qa) [Case Studies](https://www.pixalate.com/blog/topic/case-studies) ### [Q&A with Steven Slaughter, Head of Ad Ops & Yield at Krush Media, on managing a clean CTV and Mobile Ad Supply Chain](https://www.pixalate.com/blog/krush-media-qa) Jun 27, 2023 12:00:00 PM | 4 min read [![](https://www.pixalate.com/hubfs/Q%26A%20with%20Screencore%20-%20cover.png) ](https://www.pixalate.com/blog/screencore-qa) [Case Studies](https://www.pixalate.com/blog/topic/case-studies) ### [Q&A with Jess Okan, Co-founder and CEO of Screencore, on strategies for minimizing ad fraud in the connected TV ecosystem](https://www.pixalate.com/blog/screencore-qa) May 30, 2023 7:00:00 AM | 6 min read [![](https://www.pixalate.com/hubfs/Oleksandra%20Kazantseva.png) ](https://www.pixalate.com/blog/bizzclick-qa) [Case Studies](https://www.pixalate.com/blog/topic/case-studies) ### [Q&A with Oleksandra Kazantseva, Head of Programmatic at BizzClick, on transparency, trust, and security](https://www.pixalate.com/blog/bizzclick-qa) Apr 17, 2023 2:00:00 PM | 4 min read ** ### Subscribe to our blog *By entering your email address and clicking Subscribe, you are agreeing to our [Terms of Use ](https://www.pixalate.com/terms)and [Privacy Policy.](https://www.pixalate.com/privacypolicy) ![pixalate-logo-red-small](https://www.pixalate.com/hs-fs/hubfs/2018NewTemplate/pixalate-logo-red-small.png?width=208&name=pixalate-logo-red-small.png "pixalate-logo-red-small") ** By entering your email address and clicking Subscribe, you are agreeing to our [Terms of Use](https://www.pixalate.com/terms) and [Privacy Policy](https://www.pixalate.com/privacypolicy) Products [Analytics](https://www.pixalate.com/products/analytics) [Blocking](https://www.pixalate.com/products/blocking) [Media Rating Terminal](https://www.pixalate.com/products/mrt) [Publisher Trust Indexes](https://www.pixalate.com/rankings/?group=app&reportId=publisherTrustIndex) [Seller Trust Indexes](https://www.pixalate.com/rankings/?group=app&reportId=publisherTrustIndex) [IoT Device Rankings](https://www.pixalate.com/rankings/?group=app&reportId=iotDeviceReach) Resources [Blog](https://blog.pixalate.com/) [Press](https://www.pixalate.com/press) [Careers](https://www.pixalate.com/jobs) [Team](https://info.pixalate.com/pixalate-leadership-team) Contact Email [** sales@pixalate.com ](mailto:sales@pixalate.com) [** privacy@pixalate.com ](mailto:privacy@pixalate.com) US: [** +1 888 749 2528 ](tel:+1%20888%20749%202528) EU: [** +44 (0)800 011 2050 ](tel:+44%20(0)800%20011%202050) Slack: [Join ATSAPI Slack Channel ](https://atsapi-pixalate.slack.com/join/shared_invite/zt-10dtow5cj-OEtlNr5yzJkrZMQUqcEEow#/shared-invite/email) Offices Global Offices US 1775 Greensboro Station Place, Suite 425, McLean, VA 22102 UK 20 North Audley Street London, W1K 6WE, United Kingdom EU 10 Earlsfort Terrace Dublin 2, D02 T380, Ireland Singapore 10 Anson Road, #22-02 International Plaza, Singapore 079903 [![facebook](https://www.pixalate.com/hubfs/footer/icons/facebook.png) ](https://www.facebook.com/pixalate) [![x](https://www.pixalate.com/hubfs/footer/icons/twitter-x.png) ](https://twitter.com/pixalateinc) [![linkedin](https://www.pixalate.com/hubfs/footer/icons/linkedin.png) ](https://www.linkedin.com/company/pixalate) ![wechat](https://www.pixalate.com/hubfs/footer/icons/wechat.png) [![slack](https://www.pixalate.com/hubfs/footer/icons/slack.png) ](https://atsapi-pixalate.slack.com/join/shared_invite/zt-10dtow5cj-OEtlNr5yzJkrZMQUqcEEow#/shared-invite/email) [Terms of Use](https://www.pixalate.com/terms) [Privacy Policy](https://www.pixalate.com/privacypolicy) [GDPR Compliance](https://www.pixalate.com/gdpr) Disclaimer Copyright © 2025 Pixalate [Back to top **](https://www.pixalate.com/blog/mrc-definitions-sivt-invalid-traffic-detection-filtration#) # Disclaimer Disclaimer: The content of this page reflects Pixalate’s opinions with respect to the factors that Pixalate believes can be useful to the digital media industry. Any proprietary data shared is grounded in Pixalate’s proprietary technology and analytics, which Pixalate is continuously evaluating and updating. Any references to outside sources should not be construed as endorsements. Pixalate’s opinions are just that - opinion, not facts or guarantees. Per the MRC, “'Fraud' is not intended to represent fraud as defined in various laws, statutes and ordinances or as conventionally used in U.S. Court or other legal proceedings, but rather a custom definition strictly for advertising measurement purposes. Also per the MRC, “‘Invalid Traffic’ is defined generally as traffic that does not meet certain ad serving quality or completeness criteria, or otherwise does not represent legitimate ad traffic that should be included in measurement counts. Among the reasons why ad traffic may be deemed invalid is it is a result of non-human traffic (spiders, bots, etc.), or activity designed to produce fraudulent traffic.” ** ** *By clicking Download and entering your email address, you are agreeing to our [Terms of Use](https://www.pixalate.com/terms) and have read and acknowledge our [Privacy Policy](https://www.pixalate.com/hubfs/2024-08-20_Pixalate_Privacy_Policy.pdf). *Copyright © 2025 Pixalate** * * * * * * * * * * * * * * * * * * * * * * * * * * * * × ## Subscribe to the Pixalate Blog The first step in ad fraud prevention. Loading... 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