DMEXCO 2015: Biggest Ad Challenge Is ‘Invalid Traffic’: comScore’s Trigg

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COLOGNE — As an acronym, it doesn’t seem to make any sense. But “IVT” (that’s “invalid traffic”) is now the new industry jargon for what had been called “non-human traffic”, the scourge of online ads being triggered to defraud advertisers using fake views.

The Media Ratings Council this summer put together guidelines for tackling the problem, which comScore advertising effectiveness VP Duncan Trigg says is a big deal.

“It might be bot traffic, it might be domain hijacking, it might be impression stacking,” he tells Beet.TV in this video interview.

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Author : Robert Andrews


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