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Page Intelligence

Mitigation strategy

Apply mitigation strategies based on the Page Intelligence IVT response.

Use the decrypted HUMAN IVT response from the Page Intelligence tag to decide how you handle invalid traffic. Page Intelligence does not block traffic or delay page load. After you decrypt the response, you apply your own mitigation logic.

Prerequisites

Before you apply a mitigation strategy, ensure you have:

Read the IVT response

The decrypted response is a boolean (true or false). Use it to trigger your mitigation workflow:

  • Google Tag Manager: If hmns-dec is true, classify the traffic as IVT. If hmns-dec is false, classify the traffic as valid (not IVT). See Decrypt the IVT response for more details.

  • Manual deployment: If hmnsIvtDec is true, classify the traffic as IVT. If hmnsIvtDec is false, classify the traffic as valid (not IVT). See Decrypt the IVT response for more details.

Apply mitigation only when the value is true. Read the Validation guide to learn how to validate the IVT response.

Common mitigation strategies

Choose one or more of the following based on your business needs:

  • Redirect IVT traffic: Send visitors classified as IVT to a non-revenue or low-impact page so they do not reach monetized landing pages.
  • Exclude from marketing: Build IP exclusion lists and audience segments from flagged traffic, then apply those lists in your marketing platforms.
  • Report IVT pageviews: Send IVT pageviews to your internal systems so you can adjust pageview counts. You can also review IVT reporting in the Page Intelligence Dashboard.

You can also apply other custom responses, such as blocking IVT traffic before it continues along the click path.