Google Adds Invalid Traffic Credit Transparency to Ad Platform
· 30h ago · Originally reported by AdExchanger
Google is rolling out a feature that shows advertisers exactly how much money it credited back for invalid traffic (IVT) filtered from their accounts. Advertisers can see the specific value of traffic Google removed before charging them. This gives buyers more visibility into how much bot and fraudulent activity Google's systems are catching on their behalf.
Why it matters
Invalid traffic quietly inflates ad costs, and advertisers usually can't see how much of it platforms are filtering. Transparency about IVT credits helps buyers judge whether their Google campaigns are getting real human attention or paying for waste.
Explain it like I’m new here
It's like a bank showing you every fraudulent charge it caught and refunded, instead of just quietly fixing it behind the scenes.
Read the original at AdExchanger
Terms in this story
Invalid traffic (IVT)
Invalid traffic (IVT) is any impression, click or visit not coming from a real person with a genuine chance to see the ad, whether caused by bots, fraud or error.
Advertiser
An advertiser is the company, organisation or person that pays to place ads in order to sell products, build a brand, recruit, or spread a message.
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