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Data and Invalid Traffic
Data in CYield is protected from illegitimate traffic via the Invalid Traffic (IVT) Protection feature.
What is Invalid Traffic?
Invalid Traffic is defined 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 because of non-human traffic (spiders, bots, etc.), or activity designed to produce fraudulent traffic.
How IVT works
IVT protection uses rules to protect our brands, DSP partners, and retailers from being billed for illegitimate traffic.
With IVT rules, Criteo identifies and filters both general and sophisticated IVT through data-based identifiers, activities, and patterns. This includes non-human traffic and suspected traffic fraud.
Invalid Traffic Suspicions
When there is a suspicion of Invalid Traffic, a good starting point of analysis is to look at the Conversion Rate (CR). If there is indeed a case of invalid traffic, conversions and CR are likely to be subject to a sudden drop.
A sharp and unexpected increase/decrease of the following metrics can also be signs of IVT: CTR (CLICK THROUGH RATE), CR (Conversion Rate), and Clicks.