Invalid traffic

Invalid traffic refers to online activity that isn’t genuine, such as automated bots, click fraud, or artificially inflated clicks or views that don't come from real users. It can artificially boost website or ad metrics, leading to misleading data about audience engagement. Advertisers and publishers monitor invalid traffic to ensure they are paying for and receiving authentic interactions, maintaining the integrity of digital advertising efforts. Detecting and filtering out invalid traffic helps provide accurate performance insights and protects against fraud.