About TikTok invalid traffic solutions

For advertisers, we understand the importance of transparency and trust in the performance and metrics of the TikTok platform. To that effort, TikTok has incorporated first-party and third-party solutions for addressing invalid traffic (IVT) fraud.

About invalid traffic (IVT)

Invalid traffic (IVT) is defined as activity on a platform that's created by non-human entities such as bots and automated scripts, potentially leading to financial waste for the advertiser. Invalid traffic can be categorized in two ways:

1. General invalid traffic (GIVT) is often found in form of spiders, crawlers, or data-center traffic often generated from a VPN. In most cases, this kind of traffic is flagged or monitored, and then reported on.

2. Sophisticated invalid traffic (SIVT) is usually an intended form of invalid traffic. You can find SIVT in botnets, incentivized human traffic, ad stacking, and pixel stuffing. This kind of traffic is usually performed with a malicious intent and often creates negative financial impact.

How TikTok addresses invalid traffic

TikTok addresses IVT through third-party anti-fraud certifications and IVT measurement solutions.

1. Third-party anti-fraud certification:

   • TAG's Certified Against Fraud program certification, which recognizes TikTok's fraud detection and removal methods that help ensure that ads are served in a fraud-free environment. This IVT solution is powered by Protected by Mediaocean, a verification company accredited by the Media Rating Council for advanced SIVT detection and filtration across media environments. Find TikTok's certification status in TAG's member registry.

2. Third-party IVT measurement solutions:

   • A partnership with DoubleVerify. Learn more about our partnership with DoubleVerify.

   • A partnership with Integral Ad Science. Learn more about our partnership with Integral Ad Science.