zvelo announced that S4M has successfully deployed zvelo's new Invalid Traffic (IVT) dataset to combat ad fraud. The IVT dataset - part of zvelo's comprehensive ad fraud solution that also includes the Free Bot Detection Service and Comprehensive Page-level Traffic (CPT) dataset - is a continuously updated feed of IPs recognized as sources of non-human and bot traffic (NHT). This traffic can include the activities of data centers, web crawlers, fake crawlers, and malicious bots. Implementing the IVT dataset, programmatic platform businesses such as S4M can effectively perform pre-bid blocking of NHT-based impressions, thereby eliminating wasteful spending into suspicious and fraudulent ad traffic afflicting mobile advertising campaigns. In order to renew the accreditation this year by complementing existing FUSIO [5] fraud traffic filtration based on IAB spider list and activity-based methodologies, S4M set out to reinforce its data center IP filtration. By partnering with zvelo's IVT dataset, S4M can ensure that a media product or service employs valid, reliable, and effective audience measurements. Sophistication of the platform's fraud detection capabilities is one of the many updates S4M is addressing in order to meet the MRC's strict annual audit process. The IVT dataset has also equipped S4M with the ability to filter out ad traffic created by malicious bots and other non-human sources, enabling the ad tech company to recognize - and eliminate - wasteful spending on ads that do not reach prospective customers. The fully deployed IVT dataset has further served S4M by filtering non-human sources from its ad impressions and clicks, of which the company discovered about 4% of each to be problematic. S4M has also been able to identify publishers delivering high percentages of bot traffic, allowing it to reallocate ad spend toward those publishers proven to supply higher quality traffic.