General Invalid Traffic (GIVT) Filtered Rate

PERCENT OF IMPRESSIONS FILTERED FROM GROSS COUNTS

Average GIVT by Reason

General Invalid Traffic reached a new low in Q1 2018 of 3.7%, down from a 5-quarter high in Q3 2017 of 7.43%.

-37.5%

Quarter / Quarter

Q4 2017 / Q1 2018

-32.4%

Year / Year

Q1 2017 / Q1 2018

Premium Media Vendor GIVT

High frequency/outlier activity generally tops the list of reasons for filtering General Invalid Traffic across the board, but for Premium Media Vendors in Q1, Invalid Browser was the leading reason for GIVT.

Media Aggregator GIVT

Among Media Aggregators, high frequency/outlier activity was the leading reason for GIVT by a large margin. The rate of GIVT dropped significantly, both compared to Q1 2017 and to Q4 2017, reaching a new low in Q1 2018 of 9.8%.