Among the reasons why ad traffic may be deemed invalid is a result of non-human traffic or activity designed to produce fraudulent traffic. Bots can be given instructions to visit premium sites, pick up desirable cookies and then visit fraudulent sites to monetize. If you’re selling premium inventory, this may explain some level of fraud on your website.
If you’ve found signs of invalid traffic, don’t press the panic button just yet! Learn what you can do to fend off undesired ad traffic with this comprehensive checklist.