Invalid traffic is generally defined as traffic that cannot convert or take meaningful action on your website: think bots, web crawlers, and proxy users. For social media, the Media Rating Council defines invalid traffic as "traffic that does not meet certain ad serving quality or completeness criteria, or otherwise does not represent legitimate ad traffic that should be included in measurement counts." Traffic may be considered invalid either because it is result of "non-human traffic, such as spiders, bots, etc., generally known as General Invalid Traffic (GIVT) or because it is "designed to produce fraudulent traffic," a category typically known as Sophisticated Invalid Traffic (SIVT).