(VIDEO) Biggest Ad Challenge Is ‘Invalid Traffic’: comScore’s Trigg | Andy Plesser

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. “It is a multi-billion-dollar white-collar-crime issue. It affects every platform, every device and every market. It’s the biggest thing that makes a difference to campaign effectiveness.”

 

Read more: (VIDEO) Biggest Ad Challenge Is ‘Invalid Traffic’: comScore’s Trigg | Andy Plesser