The leading European Ad Verification provider, Meetrics, offers comprehensive Invalid Traffic (IVT) Detection and Filtration solutions used to battle ad fraud online. Meetrics is one of the first companies worldwide who developed processes to immediately address new invalid traffic scenarios as they emerge - making Meetrics’ Ad Fraud Prevention one of the most future-proof solutions on the market - processes which have been inspected by auditors for the leading industry body, the Media Rating Council (MRC), and found to conform to the requirements of their latest Invalid Traffic Addendum.

“This updated addendum is setting new standards for IVT detection and filtration solutions. As one of the first companies worldwide to protect advertiser budgets from fraudsters, Meetrics is continuously innovating upon its Ad Fraud Detection and Prevention to cover the increasingly fast expanding array of inventories and environments. I’m delighted to see the steps we have taken to comply with the new IVT requirements being recognised by the MRC.” explains Meetrics Managing Director Philipp von Hilgers.

The MRC defines Invalid Traffic generally as traffic or associated media activity that does not meet certain quality or completeness criteria, or otherwise does not represent legitimate traffic that should be included in measurement counts. Among the reasons why traffic may be deemed invalid is that it is a result of non-human traffic (spiders, bots, etc.), or activity designed to produce IVT.

This Invalid Traffic Addendum marks the first comprehensive overhaul since the creation of these standards and includes a number of important additions and revisions to the MRC’s previous IVT guidance. As such, Sophisticated Invalid Traffic (SIVT) has been delineated into 15 specific areas which are already covered by Meetrics technology.