General Invalid Traffic (GIVT) Filtered Rate

PERCENT OF IMPRESSIONS FILTERED FROM GROSS COUNTS

Average GIVT by Reason

The filtered rate for General Invalid Traffic is trending down overall versus 2017. Q1 of this year saw a significant decline from the two previous quarters to an average of 3.71% for all GIVT. After bouncing up to 5.06% in Q2, the average in Q3 settled back at 3.78%. High Frequency/Outlier Activity continues to top the list of reasons for the vast majority, 3.48%, of filtered GIVT across the board.

-25.3%

Quarter / Quarter

Q2 2018 / Q3 2018

-49.1%

Year / Year

Q3 2017 / Q3 2018

Premium Media Vendor GIVT

Among premium publishers, invalid browser activity decreased significantly in Q3 as a reason for filtering General Invalid Traffic. Hitting a high in Q2 of 1.30%, invalid browsers fell to just .22% among premium publishers in Q3. High Frequency/Outlier Activity resumed its place as the leading reason for GIVT. While it is trending up this year, High Frequency/Outlier Activity is down considerably from levels seen in 2017.

Media Aggregator GIVT

High Frequency/Outlier Activity is consistently the leading reason for GIVT among media aggregators by a large margin. For the last year, GIVT has been on a downward trend for media aggregators, from a high of 11.72% in Q3 2017 to a new low of 6.24% in Q3 2018. Last quarter was the exception with an increase to 8.94%.