Invalid-Traffic Guidance for Advertising and Adtech

Fraud guidance for your workflow

Advertising teams need to understand whether reported activity becomes genuine engagement and meaningful outcomes. Network and device context can add evidence, but it must be assessed with attribution and source quality. IFD helps scope that evaluation around a concrete acquisition problem.

Follow events across the funnel

Compare clicks, submissions, installs and qualifying actions by source. Separate weak targeting or measurement issues from confirmed manipulation before applying fraud labels.

Four areas to connect

Invalid traffic can distort both immediate spending and the decisions made from performance data.

• Traffic Origin: Review acquisition sources
• Click Behavior: Look for artificial repetition
• Environment: Assess automation signals
• Business Outcomes: Connect traffic to useful engagement

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Evaluate outcomes that affect spend

Assess which signals help identify low-value or suspicious patterns early enough to influence a decision. Include legitimate privacy-focused traffic in the evaluation.

Keep the customer context

Poor conversion can have many causes. Investigate traffic quality alongside campaign performance.

What working with IFD looks like

Tell us which decision you want to improve and what evidence your team already has. IFD helps clarify useful signals, compare suitable providers and scope an evaluation. We review coverage, limitations and practical fit so your team can decide on the next step.

• Define one abuse pattern and the decision it affects
• Identify the evidence gaps and relevant provider capabilities
• Agree a representative evaluation and meaningful outcomes
• Review results, limitations and commercial terms before deciding