General Invalid Traffic (GIVT) Filtered Rate
PERCENT OF IMPRESSIONS FILTERED FROM GROSS COUNTS
Average GIVT by Reason
After reaching a low in Q1, the filtered rate for General Invalid Traffic returned to levels in Q2 that are more consistent with the past several quarters, though still lower than rates of Q2 2017. GIVT remains consistently higher among media aggregators than on premium publisher sites, with Q2 seeing rates of 8.94% and 2.66% respectively.
Quarter / Quarter
Q1 2018 / Q2 2018
Year / Year
Q2 2017 / Q2 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 publishers in Q2, like Q1, Invalid Browser was the leading reason for GIVT.
Media Aggregator GIVT
Among media aggregators, High Frequency/Outlier Activity was again the leading reason for GIVT by a large margin.