Glossary
IVT
Invalid traffic — ad requests not generated by a genuine human user.
General IVT covers known bots and crawlers; sophisticated IVT covers hijacked devices, spoofed inventory and automation designed to look human. Screening at the point of serve catches it before it is billed rather than reporting it weeks later.
Related terms
Start serving for the price of a coffee run.
Fund a $50 wallet, traffic your first campaign and pay only for what you serve.