Glossary of MRT Tooltips (Mobile Apps)

Section List:

Mobile App (Google Play)
Mobile App (iOS)

Mobile App (Google Play)

Tooltip/Label	Description
SECTION: OVERVIEW
Developer	Suggest an edit to Developer
IAB Primary Category	Suggest an edit to IAB Primary Category
IAB Subcategory	Suggest an edit to IAB Subcategory
Programmatic Popularity Rank	Publisher Trust Index - Top Grossing Rank based on estimated programmatic spend
SECTION: RISK OVERVIEW
Risk Overview	Pixalate's unique advertising risk assessment based on blended risk factors including brand safety, invalid traffic and ad inventory.
Smartphone	Blended advertiser risk assessment for the App on Smartphones by global business region
Tablet	Blended advertiser risk assessment for the App on Tablets by global business region
IVT	The overall percentage of Invalid Traffic (IVT) associated with advertising transactions for the app. All IVT calculations are derived from standardized definitions of invalid traffic maintained by the Media Rating Council, Inc. (MRC), Interactive Advertising Bureau (IAB), and Trustworthy Accountability Group (TAG).
Viewability	The average viewability for all display ad impressions in the app
Brand Safety Risk	The overall risk to advertiser Brand Safety from the app
Pixalate Advisories	Pixalate's unique listing of key advisories for a particular app based on risk factors (e.g., app-ads.txt, app permissions, privacy terms, etc.).
SECTION: APP DETAILS
App Details	Key platform specific details for each app
App Information	Detailed app specific information.
Owner Domain	Business domain of the owner of the app, as declared in the corresponding app-ads.txt file.
Interactive Elements	Interactive elements focus on what information the app has access to, what it can do with it, and whether there’s user-generated content inside it that may be outside of the control of the developer.
Users nteract	if there’s user-generated content inside the app that may be unfiltered or uncensored by the developers, eg Instagram, Viber, and most social apps
Shares Info	if the app can share your personal information with third-parties, eg Instagram, Viber, and most social apps
Digital Purchases	if the app allows you to make purchases, eg Amazon Shopping
Ad Capabilities	Detailed ad capabilities.
Top Device	The platform most commonly trafficked in programmatic advertising
Display Top Size	The display ad size most commonly trafficked in programmatic advertising
Video Top Ad Size	The video ad size most commonly trafficked in programmatic advertising
Video Contribution	The percentage of video ads trafficked on the app
Display Contribution	The percentage of display ads trafficked on the app
Hyperlocation Availability	The percentage of advertising transactions containing the user's latitude and longitude
MRAID Version	The most recent version of MRAID for which the app is compliant.
Ads Detected	Non ad-supported apps may be at risk of spoofing.
SECTION: DEVELOPER OVERVIEW
Developer Overview	Essential information about the app's developer
Location	The business address of the developer
WHOIS Info Hidden	Businesses with privately registered anonymous domains are flagged as high risk
Terms and Conditions Detected	Businesses without published terms and conditions are flagged as high risk
Privacy Policy Detected	Businesses without a privacy policy are flagged as high risk
Facebook	Low social media engagment on Facebook can be a risk factor
LinkedIn	Low social media engagment on LinkedIn can be a risk factor
Twitter	Low social media engagment on Twitter can be a risk factor
SECTION: RANKINGS BY COUNTRY
Rankings by Country	Market Share and Reach Rankings by Country
Global Reach Ranking By Country	Reach Ranking by Country
Global Market Share Ranking by Country	Market Share Ranking by Country
SECTION: APP PERMISSION RISK
IVT RISK	Suggest an edit to COPPA Audience
SECTION: COPPA VIOLATION RISK
Pencil/Edit	Suggest an edit to COPPA Audience
Privacy Policy	Indicates if Pixalate can detect a privacy policy. The COPPA Rule requires a site/app to have a privacy policy that explicitly describes how it handles the data of children below 13.
Sensitive Permissions	Indicates if an app requests permissions such as access to a device’s contacts, calendar, camera, or microphone. These types of permissions allow apps to collect personal information from users.
Verifiable Parental Consent (VPC)	Indicates if an app is seeking Verifiable Parental Consent in accordance with the COPPA Rule prior to collection, use or disclosure of personal information from children under 13.
Transmits Residential IP	Indicates if an app is transmitting residential IP address such as the Wifi IP address from which location can be determined. The COPPA rule requires verifiable parental consent prior to collecting geolocation information from children under 13.
Transmits Location	Indicates if an app is transmitting location through disclosure of latitude and longitude coordinates. The COPPA rule requires verifiable parental consent prior to collecting geolocation information from children under 13.
SECTION: BRAND SAFETY
Sub-section: Description Brand Safety Risk
Brand Safety	Risk factors to advertiser Brand Safety broken down by both in-app content such as images, and descriptive text about the app
Description Brand Safety Risk	App descriptive text is processed through natural language algorithms and comprehensive categorical dictionaries to predict the advertiser brand safety risk
Advisories Risk	The risk to brand safety derived from the app's content advisories
Adult Content	The risk to brand safety from Adult themed content based on textual analysis of the app and its descriptive content
Drug Content	The risk to brand safety from Drug themed content based on textual analysis of the app and its descriptive content
Alcohol Content	The risk to brand safety from Alcohol themed content based on textual analysis of the app and its descriptive content
Hate Speech	The risk to brand safety from Hate Speech content based on textual analysis of the app and its descriptive content
Offensive Content	The risk to brand safety from content with Offensive Language based on textual analysis of the app and its descriptive content
Gambling Content	The risk to brand safety from Gambling focused content based on textual analysis of the app and its descriptive content
Violence Content	The risk to brand safety from Violent content based on textual analysis of the app and its descriptive content
Sub-section: Content Brand Safety Risk
Content Brand Safety Risk	The overall Brand Safety risk to advertisers based on computer vision driven image analysis as well as textual analysis of language extracted from images of the app's content. In-App visual content is processed through an advanced machine learning algorithm and evaluated for risk to advertiser brand safety.
Adult Content	The risk to brand safety from potential adult images and content detected within the app.
Violence Content	The risk to brand safety from potential violent imagery and content detected within the app.
Image Text Extraction	Images are processed to detect text components which are displayed here along with descriptive labels and probabilities.
SECTION: TRAFFIC TRENDS
Traffic Trends	This report illustrates the most common user journeys from app to app. It leverages shared users to not only connect apps together but also to create relationships between a series of apps.
Traffic Overview	App Traffic Statistics and Risk Factors
Potential Bundle Id Spoofing Risk	The risk the app may be misrepresented in advertising transactions and ads delivered to a different app or site
Location Masking Risk	The risk that location data is inaccurate for advertising transactions involving the app
Advertising IVT Risk	The risk of advertising impressions delivered to the app being due to invalid traffic (IVT). IVT risk is derived from standardized definitions of invalid traffic maintained by the Media Ratings Council and IAB
Click IVT Risk	The risk of clicks originating from ads on the app being fraudluent
Viewability Risk	The risk of IAB viewability standards not being met for ad impressions on the app
Est. Daily Reach	Estimated daily reach of the app
Est. Monthly Reach	Estimated monthly reach of the app
Inventory	The estimated number of monthly impressions this app makes available programmatically
SECTION: AUTHORIZED SELLER (APP-ADS.TXT)
Authorized Seller (App-Ads.txt)	The contribution of various sell side platforms to programmatic ad impressions sold on the app.
Direct Sellers	The contribution of direct sellers to programmatic ad impressions sold on the app.
Unauthorized Sellers	The contribution of unauthorized sellers (based on exclusion from App-Ads.Txt file) to programmatic ad impressions sold on the app.
SECTION: MADE FOR ADVERTISING (MFA) RISK
MFA Risk	Pixalate's assessment of the risk of the app being deemed MFA.
Ad Refresh Rate	Number of Ad Impressions presented to the user, per hour.
SECTION: INVALID TRAFFIC (IVT)
Invalid Traffic (IVT)	Apps are measured according to the industry standard classifications of invalid traffic
Sophisticated Invalid Traffic (SIVT)	SIVT refers to Sophisticated Invalid Traffic - Probabilistically judged to be non-human traffic using advanced statistical detection methods; moderate to high risk traffic
General Invalid Traffic (GIVT)	GIVT refers to General Invalid Traffic - Deterministically judged to be non-human traffic; high to very high risk.
Sub-section: SIVT Types
SIVT Types	The type of sophisticated invalid traffic (SIVT) designation associated to such IVT. All IVT calculations are derived from standardized definitions of invalid traffic maintained by the Media Rating Council, Inc. (MRC), Interactive Advertising Bureau (IAB), and Trustworthy Accountability Group (TAG).
appSpoofing	Traffic where the app identifier (e.g. bundleId) reported to the exchange does not match the characteristics of the app detected by Pixalate.
clickFarm	An impression originating from a user who has been flagged as being associated with human click farm activity.
cookieStuffing	Activity from a cookie which has connected to the internet via a statistically significant inflated number of different IP Addresses.
datacenterProxy	The impression is from an intermediary proxy device, running in a datacenter, that exists to manipulate traffic counts, pass non-human or invalid traffic or which fails to comply with protocol.
defasedApp	Traffic sourced from mobile apps that have been delisted from their respective app stores.
deviceIdStuffing	Activity from a device which has connected to the internet via a statistically significant inflated number of different IP Addresses.
displayClickFraud	Clicks that are generated from the same device at an inflated rate.
displayImpressionFraud	Impressions that are generated from the same device at a statistically significant inflated rate.
doorwaySite	A user which has been flagged for accessing a given page or domain via multiple spoofed page referrers.
highCTRTraffic	Traffic associated with domains or apps demonstrating high risk CTR behavior.
highRiskApp	The impression is from an app which has been flagged for a high risk of invalid traffic.
highRiskSCONode	This form of IVT is flagged when an SCO includes a High Risk SCO Node. ie, the impression has an SCO Node that has been flagged for a high risk of invalid traffic.
highRiskDeveloper	An app that belong to a developer that has created one or more blacklisted apps, and which also generates a large volume of invalid traffic.
highRiskDeviceId	The impression is from a device ID that has been flagged for a high risk of invalid traffic.
highRiskDomain	The impression is from a domain which has been flagged for a high risk of invalid traffic.
highRiskIP	The impression is from an IP Address which has been flagged for a high risk of invalid traffic.
hijackedSession	Activity originating from a device which has a statistically significant inflated number of user sessions.
IPObfuscation	An IP which has been spoofed such that the impression is rendered to a different IP address than the one originally offered.
locationObfuscation	Activity originating from an IP where multiple impressions deviate from the geographic location that is reported in the advertising transaction.
malware	The impression is from domains or pages known to host malware.
maskedIP	The IP of a user does not match the IP and the associated ISP reported in the advertising transaction.
maskediCloudRelayIP	The IP of a user does not match the IP and the associated ISP reported in the advertising transaction, and the reported IP was claimed to be an iCloud Private Relay IP address.
phishing	The impression is from domains or pages associated with phishing tactics.
proxy	The impression is from an intermediary proxy device that exists to manipulate traffic counts, pass non-human or invalid traffic or which fails to comply with protocol.
publisherFraud	Publishers operating domains or apps which violate standard ad serving practices including, for example, stacked ads, high ad density and inflated impression counts.
SCOunauthorizedDirectSeller	This form of IVT is flagged when the SCO includes an Unauthorized Direct Seller; meaning the ads.txt or app-ads.txt file does not list the seller in the first node of the SCO as DIRECT.
SCOunauthorizedDirectSellerPublisherMissing	This form of IVT is flagged when the first node of the SCO does not point to a publisher.
smartbot	Bots (or users) that change their browser agent string (spoofing) and cookies very often under the same IP, creating low volume traffic or high volume traffic under configuration that looks like a busy enterprise network.
videoClickFraud	Video ad clicks that are generated from the same device at a statistically significant inflated rate.
videoImpressionFraud	Video ad impressions that are generated from the same device at a statistically significant inflated rate.
Sub-section: GIVT Types
GIVT Types	The type of general invalid traffic (GIVT) designation associated to such IVT. All IVT calculations are derived from standardized definitions of invalid traffic maintained by the Media Rating Council, Inc. (MRC), Interactive Advertising Bureau (IAB), and Trustworthy Accountability Group (TAG).
autoreloader	Impressions with very periodic patterns that cannot be generated by a human.
blankUserAgent	The impression has an empty User Agent field.
datacenter	The User’s IP has a match in the Pixalate known Datacenter list.
duplicateClicks	High volumes of duplicate clicks which may indicate an integration issue.
duplicateImpressions	High volumes of duplicate impressions which may indicate an integration issue.
fastClicker	Activity originating from users which generate clicks less than one second apart from their respective impression.
IABcrawler	Activity originating from bots that use a User Agent string which matches a User Agent on the list of IAB known crawlers.
IABdummyBot	Activity originating from bots that use a User Agent string which does not match any existing browser.
idioBots	Bots (or users) that change their User Agent string (spoofing), while keeping the same cookie.
privateIP	The IP Address associated with the ad impression is from the private network space.
TOR	Traffic originating from a TOR network node.
SECTION: VIEWABILITY
Viewability	The average viewability, according the IAB standard of 50% in view for at least 1 second, for display advertisements in the app.
SECTION: ESTIMATED INVENTORY
Estimated Inventory	The estimated volume of ad impressions offered by the app over programmatic advertising platforms and exchanges.
Inventory by Devices	The estimated volume of programmatic ad impressions broken down by device.
Inventory by Region	The estimated volume of programmatic ad impressions broken down by business region.
Inventory by Ad Size	The estimated volume of programmatic ad impressions broken down by ad size
Inventory by DMA	The estimated volume of programmatic ad impressions broken down by Designated Market Area (DMA)
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Mobile App (iOS)

Tooltip/Label	Description
SECTION: OVERVIEW
Developer	Suggest an edit to Developer
IAB Primary Category	Suggest an edit to IAB Primary Category
IAB Subcategory	Suggest an edit to IAB Subcategory
Programmatic Popularity Rank	Publisher Trust Index - Top Grossing Rank based on estimated programmatic spend
SECTION: RISK OVERVIEW
Risk Overview	Pixalate's unique advertising risk assessment based on blended risk factors including brand safety, invalid traffic and ad inventory
Smartphone	Blended advertiser risk assessment for the App on Smartphones by global business region
Tablet	Blended advertiser risk assessment for the App on Tablets by global business region
IVT	The overall percentage of Invalid Traffic (IVT) associated with advertising transactions for the app. All IVT calculations are derived from standardized definitions of invalid traffic maintained by the Media Rating Council, Inc. (MRC), Interactive Advertising Bureau (IAB), and Trustworthy Accountability Group (TAG).
Viewability	The average viewability for all display ad impressions in the app
Brand Safety Risk	The overall risk to advertiser Brand Safety from the app
Pixalate Advisories	Pixalate's unique listing of key advisories for a particular app based on risk factors (e.g., app-ads.txt, app permissions, privacy terms, etc.).
SECTION: APP DETAILS
App Details	Key platform specific details for each app
App Information	Detailed app specific information.
Owner Domain	Business domain of the owner of the app, as declared in the corresponding app-ads.txt file.
Device Availability	The types of devices on which the app is available
Interactive Elements	Interactive elements focus on what information the app has access to, what it can do with it, and whether there’s user-generated content inside it that may be outside of the control of the developer.
Users nteract	if there’s user-generated content inside the app that may be unfiltered or uncensored by the developers, eg Instagram, Viber, and most social apps
Shares Info	if the app can share your personal information with third-parties, eg Instagram, Viber, and most social apps
Digital Purchases	if the app allows you to make purchases, eg Amazon Shopping
Ad Capabilities	Detailed ad capabilities.
Top Device	The platform most commonly trafficked in programmatic advertising
Display Top Size	The display ad size most commonly trafficked in programmatic advertising
Video Top Ad Size	The video ad size most commonly trafficked in programmatic advertising
Video Contribution	The percentage of video ads trafficked on the app
Display Contribution	The percentage of display ads trafficked on the app
Hyperlocation Availability	The percentage of advertising transactions containing the user's latitude and longitude
MRAID Version	The most recent version of MRAID for which the app is compliant.
Ads Detected	Non ad-supported apps may be at risk of spoofing.
SECTION: DEVELOPER OVERVIEW
Developer Overview	Essential information about the app's developer
Location	The business address of the developer
WHOIS Info Hidden	Businesses with privately registered anonymous domains are flagged as high risk
Terms and Conditions Detected	Businesses without published terms and conditions are flagged as high risk
Privacy Policy Detected	Businesses without a privacy policy are flagged as high risk
Facebook	Low social media engagment on Facebook can be a risk factor
LinkedIn	Low social media engagment on LinkedIn can be a risk factor
Twitter	Low social media engagment on Twitter can be a risk factor
SECTION: RANKINGS BY COUNTRY
Rankings by Country	Market Share and Reach Rankings by Country
Global Reach Ranking By Country	Reach Ranking by Country
Global Market Share Ranking by Country	Market Share Ranking by Country
SECTION: COPPA VIOLATION RISK
Pencil/Edit	Suggest an edit to COPPA Audience
Privacy Policy	Indicates if Pixalate can detect a privacy policy. The COPPA Rule requires a site/app to have a privacy policy that explicitly describes how it handles the data of children below 13.
Sensitive Permissions	Indicates if an app requests permissions such as access to a device’s contacts, calendar, camera, or microphone. These types of permissions allow apps to collect personal information from users.
Verifiable Parental Consent (VPC)	Indicates if an app is seeking Verifiable Parental Consent in accordance with the COPPA Rule prior to collection, use or disclosure of personal information from children under 13.
Transmits Residential IP	Indicates if an app is transmitting residential IP address such as the Wifi IP address from which location can be determined. The COPPA rule requires verifiable parental consent prior to collecting geolocation information from children under 13.
Transmits Location	Indicates if an app is transmitting location through disclosure of latitude and longitude coordinates. The COPPA rule requires verifiable parental consent prior to collecting geolocation information from children under 13.
SECTION: BRAND SAFETY
Sub-section: Description Brand Safety Risk
Brand Safety	Risk factors to advertiser Brand Safety broken down by both in-app content such as images, and descriptive text about the app
Description Brand Safety Risk	App descriptive text is processed through natural language algorithms and comprehensive categorical dictionaries to predict the advertiser brand safety risk
Advisories Risk	The risk to brand safety derived from the app's content advisories
Adult Content	The risk to brand safety from Adult themed content based on textual analysis of the app and its descriptive content
Drug Content	The risk to brand safety from Drug themed content based on textual analysis of the app and its descriptive content
Alcohol Content	The risk to brand safety from Alcohol themed content based on textual analysis of the app and its descriptive content
Hate Speech	The risk to brand safety from Hate Speech content based on textual analysis of the app and its descriptive content
Offensive Content	The risk to brand safety from content with Offensive Language based on textual analysis of the app and its descriptive content
Gambling Content	The risk to brand safety from Gambling focused content based on textual analysis of the app and its descriptive content
Violence Content	The risk to brand safety from Violent content based on textual analysis of the app and its descriptive content
Sub-section: Content Brand Safety Risk
Content Brand Safety Risk	The overall Brand Safety risk to advertisers based on computer vision driven image analysis as well as textual analysis of language extracted from images of the app's content. In-App visual content is processed through an advanced machine learning algorithm and evaluated for risk to advertiser brand safety.
Adult Content	The risk to brand safety from potential adult images and content detected within the app.
Violence Content	The risk to brand safety from potential violent imagery and content detected within the app.
Image Text Extraction	Images are processed to detect text components which are displayed here along with descriptive labels and probabilities.
SECTION: TRAFFIC TRENDS
Traffic Trends	This report illustrates the most common user journeys from app to app. It leverages shared users to not only connect apps together but also to create relationships between a series of apps.
Traffic Overview	App Traffic Statistics and Risk Factors
Potential Bundle Id Spoofing Risk	The risk the app may be misrepresented in advertising transactions and ads delivered to a different app or site
Location Masking Risk	The risk that location data is inaccurate for advertising transactions involving the app
Advertising IVT Risk	The risk of advertising impressions delivered to the app being due to invalid traffic (IVT). IVT risk is derived from standardized definitions of invalid traffic maintained by the Media Ratings Council and IAB
Click IVT Risk	The risk of clicks originating from ads on the app being fraudluent
Viewability Risk	The risk of IAB viewability standards not being met for ad impressions on the app
Est. Daily Reach	Estimated daily reach of the app
Est. Monthly Reach	Estimated monthly reach of the app
Inventory	The estimated number of monthly impressions this app makes available programmatically
Sub-section: Overall Traffic Overlap Trends
Sub-section: Traffic Overlap Trends by IVT
SECTION: AUTHORIZED SELLER (APP-ADS.TXT)
Authorized Seller (App-Ads.txt)	The contribution of various sell side platforms to programmatic ad impressions sold on the app.
Direct Sellers	The contribution of direct sellers to programmatic ad impressions sold on the app.
Unauthorized Sellers	The contribution of unauthorized sellers (based on exclusion from App-Ads.Txt file) to programmatic ad impressions sold on the app.
SECTION: MADE FOR ADVERTISING (MFA) RISK
MFA Risk	Pixalate's assessment of the risk of the app being deemed MFA.
Ad Refresh Rate	Number of Ad Impressions presented to the user, per hour.
SECTION: INVALID TRAFFIC (IVT)
Invalid Traffic (IVT)	Apps are measured according to the industry standard classifications of invalid traffic
Sophisticated Invalid Traffic (SIVT)	SIVT refers to Sophisticated Invalid Traffic - Probabilistically judged to be non-human traffic using advanced statistical detection methods; moderate to high risk traffic
General Invalid Traffic (GIVT)	GIVT refers to General Invalid Traffic - Deterministically judged to be non-human traffic; high to very high risk.
Sub-section: SIVT Types
SIVT Types	The type of sophisticated invalid traffic (SIVT) designation associated to such IVT. All IVT calculations are derived from standardized definitions of invalid traffic maintained by the Media Rating Council, Inc. (MRC), Interactive Advertising Bureau (IAB), and Trustworthy Accountability Group (TAG).
appSpoofing	Traffic where the app identifier (e.g. bundleId) reported to the exchange does not match the characteristics of the app detected by Pixalate.
clickFarm	An impression originating from a user who has been flagged as being associated with human click farm activity.
cookieStuffing	Activity from a cookie which has connected to the internet via a statistically significant inflated number of different IP Addresses.
datacenterProxy	The impression is from an intermediary proxy device, running in a datacenter, that exists to manipulate traffic counts, pass non-human or invalid traffic or which fails to comply with protocol.
defasedApp	Traffic sourced from mobile apps that have been delisted from their respective app stores.
deviceIdStuffing	Activity from a device which has connected to the internet via a statistically significant inflated number of different IP Addresses.
displayClickFraud	Clicks that are generated from the same device at an inflated rate.
displayImpressionFraud	Impressions that are generated from the same device at a statistically significant inflated rate.
doorwaySite	A user which has been flagged for accessing a given page or domain via multiple spoofed page referrers.
highCTRTraffic	Traffic associated with domains or apps demonstrating high risk CTR behavior.
highRiskApp	The impression is from an app which has been flagged for a high risk of invalid traffic.
highRiskSCONode	This form of IVT is flagged when an SCO includes a High Risk SCO Node. ie, the impression has an SCO Node that has been flagged for a high risk of invalid traffic.
highRiskDeveloper	An app that belong to a developer that has created one or more blacklisted apps, and which also generates a large volume of invalid traffic.
highRiskDeviceId	The impression is from a device ID that has been flagged for a high risk of invalid traffic.
highRiskDomain	The impression is from a domain which has been flagged for a high risk of invalid traffic.
highRiskIP	The impression is from an IP Address which has been flagged for a high risk of invalid traffic.
hijackedSession	Activity originating from a device which has a statistically significant inflated number of user sessions.
IPObfuscation	An IP which has been spoofed such that the impression is rendered to a different IP address than the one originally offered.
locationObfuscation	Activity originating from an IP where multiple impressions deviate from the geographic location that is reported in the advertising transaction.
malware	The impression is from domains or pages known to host malware.
maskedIP	The IP of a user does not match the IP and the associated ISP reported in the advertising transaction.
maskediCloudRelayIP	The IP of a user does not match the IP and the associated ISP reported in the advertising transaction, and the reported IP was claimed to be an iCloud Private Relay IP address.
phishing	The impression is from domains or pages associated with phishing tactics.
proxy	The impression is from an intermediary proxy device that exists to manipulate traffic counts, pass non-human or invalid traffic or which fails to comply with protocol.
publisherFraud	Publishers operating domains or apps which violate standard ad serving practices including, for example, stacked ads, high ad density and inflated impression counts.
SCOunauthorizedDirectSeller	This form of IVT is flagged when the SCO includes an Unauthorized Direct Seller; meaning the ads.txt or app-ads.txt file does not list the seller in the first node of the SCO as DIRECT.
SCOunauthorizedDirectSellerPublisherMissing	This form of IVT is flagged when the first node of the SCO does not point to a publisher.
smartbot	Bots (or users) that change their browser agent string (spoofing) and cookies very often under the same IP, creating low volume traffic or high volume traffic under configuration that looks like a busy enterprise network.
videoClickFraud	Video ad clicks that are generated from the same device at a statistically significant inflated rate.
videoImpressionFraud	Video ad impressions that are generated from the same device at a statistically significant inflated rate.
Sub-section: GIVT Types
GIVT Types	The type of general invalid traffic (GIVT) designation associated to such IVT. All IVT calculations are derived from standardized definitions of invalid traffic maintained by the Media Rating Council, Inc. (MRC), Interactive Advertising Bureau (IAB), and Trustworthy Accountability Group (TAG).
autoreloader	Impressions with very periodic patterns that cannot be generated by a human.
blankUserAgent	The impression has an empty User Agent field.
datacenter	The User’s IP has a match in the Pixalate known Datacenter list.
duplicateClicks	High volumes of duplicate clicks which may indicate an integration issue.
duplicateImpressions	High volumes of duplicate impressions which may indicate an integration issue.
fastClicker	Activity originating from users which generate clicks less than one second apart from their respective impression.
IABcrawler	Activity originating from bots that use a User Agent string which matches a User Agent on the list of IAB known crawlers.
IABdummyBot	Activity originating from bots that use a User Agent string which does not match any existing browser.
idioBots	Bots (or users) that change their User Agent string (spoofing), while keeping the same cookie.
privateIP	The IP Address associated with the ad impression is from the private network space.
TOR	Traffic originating from a TOR network node.
SECTION: VIEWABILITY
Viewability	The average viewability, according the IAB standard of 50% in view for at least 1 second, for display advertisements in the app.
SECTION: ESTIMATED INVENTORY
Estimated Inventory	The estimated volume of ad impressions offered by the app over programmatic advertising platforms and exchanges.
Inventory by Devices	The estimated volume of programmatic ad impressions broken down by device.
Inventory by Region	The estimated volume of programmatic ad impressions broken down by business region.
Inventory by Ad Size	The estimated volume of programmatic ad impressions broken down by ad size
Inventory by DMA	The estimated volume of programmatic ad impressions broken down by Designated Market Area (DMA)
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