BRIEF GLOSSARY (do not panic)

App install fraud: If advertisers pay per install, fraudsters will find a way to falsify the number of installations.

App name spoofing: Apps can submit a false app identifier to the bidding platform, interfering with detection of apps utilizing background services to load ads as well as brand safety and contextual targeting.

Banner stuffing: A form of pixel stuffing; multiple ads are stuffed in the same ad slot, but only one is visible.

Bot traffic: Invalid traffic designed to mimic users and inflate audience numbers.

Cookie stuffing: Process in which fraudsters add cookies from a different site than the one the consumer is actually visiting, in order to profit from the false action

General Invalid Traffic (GIVT): Traffic that comes from known, non-human sources on publicly available IP lists. This fraud can be identified through routine means of filtration.

Location fraud: Process in which fraudsters send false location information so the ads are served in locations other than where initially intended

Proxy traffic: Traffic is routed through an intermediary proxy device or network where the ad is rendered in a user’s device where there is a real human user.

Retargeting fraud: Bots mimic a human’s intentions, such as an interest in a specific brand, in order to warrant the higher CPM typically associated with retargeting. Advertisers are deceived into believing they are receiving valuable, targeted audiences.

SDK spoofing: The act of hacking software development kits (SDK) and manipulating ad impressions by mimicking real user behaviour.


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