MRC Invalid Traffic (IVT) Detection and Filtration Guidelines Addendum

This document presents additional guidance for the detection and filtration of invalid digital traffic intended to be applicable to all accredited or certified measurers of digital advertising and content. MRC's original guidance is contained in measurement guidelines maintained by the IAB, MMA and/or the MRC (all written by the MRC) that pre-date this addendum -- including served ad impressions, clicks, rich media, digital video, rich Internet applications, audience reach, in-game advertising, mobile web advertising, in-application advertising, ad verification, and viewable impressions. This addendum was prepared for the use and benefit of the media industry, especially those constituents that analyze impression or audience volume, composition, and behaviors, whether for content or advertising in digital media. All of this guidance is directly applicable . . .

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