Ad Fraud Detection

Before you can defend against fraud, you must first be able to detect it. 

Eliminate Ad Fraud

Ad fraud is the practice of viewing, clicking, converting, or generating false interactions with any web asset for the sole purpose of earning money directly or indirectly.  Ad Fraud can be committed by bots, malware, or humans. 

click bot 2

What is a Bot?

Short for “robot,” a bot is an automated software program built to carry out a specific task that most people would find too repetitive or time-consuming. Fraudulent bots usually mimic normal activity such as clicking an ad, placing items in shopping carts, commenting on social media, or filling out a form.  Bot fraud usually involves the use of bot farms or large collectives of bots that act in unison usually referred to as a botnet.  

Bot Detector

What is Malware?

Malware is malicious software installed on an unsuspecting user's computer, either desktop or mobile, that is designed to mimic a real user to perform tasks that steal advertising dollars. Tasks like viewing or clicking on ads, watching videos, filling in forms, and other unsavory activity unbeknownst to the user.  

Eliminate Ad Fraud
click fraud-1

What is Human Fraud?

Human fraud is the hardest form of ad fraud to detect as it relies on a network of humans, instead of using bots or malware, to interact with ads and create false transactions. Because actual humans are interacting with the ads, there are no obvious signs that can differentiate normal traffic from  human fraud. 

Stop Fraud Farms

Classifications of Ad Fraud

General Invalid Traffic or GIVT  

IVT comes in a few different forms, including General Invalid Traffic, or GIVT. GIVT refers to bots, crawlers, spiders, or any of the kind of non-human traffic typically routed from a data center IP address. GIVT can also apply to activity-based filtration or browsers that pre-render pages. Most of the time, GIVT is easy to identify and exclude from results.  

Sophisticated Invalid Traffic  

SIVT stands for Sophisticated Invalid Traffic. SIVT techniques are far more challenging to detect. This can include advanced bots that closely mimic human traffic, hijacked devices, malware, invalid proxy traffic, cookie manipulation techniques, like cookie stuffing or human fraud farms. 

graphic of transparent Anura 'A' logo

Common Signs of Ad Fraud

graphic of man with ideas floating around him

You’re getting a lot of clicks, but you aren’t getting many conversions.

graphic of pie chart and graphs

Your best-performing campaigns are suddenly generating little to no ROI.

graphic of paper with graphs on it

You’re getting a lot of traffic on unexpected pages of your website, like your privacy policy.

graphic of analytics windows and money

Your campaigns have extremely high bounce rates.


graphic of man with question mark

Your leads are confused why you’re calling - they never filled out a form.

graphic of mouse pointer on laptop

You’ve put together a great campaign, but nobody is engaging.

graphic of computer window open with bar charts

You notice a lot of traffic originating from unfamiliar sources.

graphic of computer screen pop up window

Your visitors' time on site is extremely low.

Common Methods of Ad Fraud


graphic of robot arm with mouse hand clicking
Domain Spoofing
Domain spoofing is the act of driving fraudulent traffic to a "look-a-like" domain and making it appear as if that traffic comes from a trusted domain.
graphic of two people by laptop with cookies and cookie crumbs around it
Cookie Stuffing
Fraudsters tag visitors with cookies without their consent or knowledge in order to receive commissions when that visitor makes a purchase.
graphic of computer with multiple malware browsers open on it
Pixel Stuffing
An ad is reduced in size and placed in a single pixel on a site. Individual pixels aren't visible to the human eye making it impossible for the visitor to see.
graphic showing computer screen with several ad screens popping out of it
Ad Stacking
Ads are stacked on top of one another so that only the top ad is visible. While all of the ads register impressions when click, the visitor only sees the top ad.
graphic of man being surrounded by different website extensions
GeoTargeting Fraud
Fraudsters send ads from different locations by masking them to look like they came from the location the advertiser targeted.
graphic of computer having hand click on it and money pop out
Click Fraud
Click fraud or Pay Per Click Fraud is when fraudsters click on ads to increase site visitors or to deplete a competitor’s advertising budget.
woman sitting in front of computer looking at ads
Ad Injection
Unauthorized ads are placed on legitimate websites. When these ads are clicked on, the visitor is redirected to other sites.
graphic of half human and half robot with CAPTCHA in front
Non-Human Traffic
Any form of web traffic that is derived from a non-human source such as bots and malware. Also known as IVT or invalid traffic.
graphic of handing holding a mobile video advertisement
Device Hijacking
Fraudsters hijack a unique device, mimicking a real user to click on ads, watch videos, fill out forms and steal your personal information.

Do these sound familiar?

Anura can help!

Try Our Solution


Laptop with multiple windows popping out and Anura logo

Let Anura Work for You

Good news!  You don’t have to detect ad fraud manually. Let Anura do the work while you focus on growing your business.

Get Started
Desktop with windows popping out of it showing charts

Validate Traffic in Real-Time

Our solution runs in the background and lets you know when visitors are fraudulent. Armed with that information, you can then determine the best course of action for your business.

Get Free Trial
Desktop with security windows popping out of it

Not All Solutions Are the Same.

Many solutions claim to detect ad fraud. See how Anura stands out from the rest with our unparalleled accuracy, thoroughness, and analytics. 

The Anura Difference

How to Select the Right Ad Fraud Solution 101 eBook

Download Now
How to Select the Right Ad Fraud Solution on iPad

Related Blog Articles

When it comes to ad fraud detection, accuracy is critical. Not only do you need to identify as much fraud as possible to avoid...
We live in an age where it’s crucial to have an online presence. It’s how prospects find you, how they learn about what you have...
With the recent news involving Elon Musk’s offer to buy Twitter being put on hold because of worries about fake accounts on the...
See all Blogs
gray wave on banner

Detect Fraud with Anura

Get Started
laptop open with Anura dashboard displayed