General Invalid Traffic (GIVT)

Non-human or invalid traffic identifiable through routine filtering, such as known crawlers, data-center traffic, and bot lists.

By Brandon MinaCEO, BrandPilot AIUpdated November 2026

Appears in Lesson 8 of Programmatic 101

Short answer

General invalid traffic (GIVT) is non-human or otherwise invalid activity that can be identified through routine filtering, such as known crawlers, search engine bots, and data-center traffic. It is detected using published bot lists and standard parameter checks. Industry standards from the Media Rating Council require GIVT to be removed from measured impressions.