One of two forms of invalid traffic, general invalid traffic (GIVT) can be defined as non-human digital traffic generated by, for example, known/declared search engine crawlers, bots, or data-centre traffic. Although all invalid traffic can skew advertising metrics, GIVT is usually caused by benign, non-malicious, automated internet activity that is necessary to digital systems and is not intended to simulate human use or defraud advertisers.
GIVT is easier to identify than sophisticated invalid traffic (SIVT), and GIVT sources are usually known to ad verification providers or listed on the IAB’s bots and spiders list.
GIVT displays patterns and behaviour that make it obvious it is from a non-human source, and it can be detected and blocked using routine filtration methods or checks.
See also, Sophisticated Invalid Traffic (SIVT).