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Go-to-Market
Security Glossary
Get fluent in GTMSec with our glossary of key industry terms.
Affiliate Fraud
A form of invalid malicious activity in which an affiliate marketers or network attempts to drive invalid traffic to their partner's site to inflate their commissions.
Automation Tool
A tool used to perform automatic activity repetitively, fast and at scale.
Behavioral Anomalies
Abnormal actions performed by a user / visitor on digital assets, like excessive page hopping, refreshing, and non-human scrolling and browsing patterns.
Bot
A computer script designed to act with agency or simulate human behavior.
Chargeback Fraud
A form of invalid malicious activity in which a cardholder makes a purchase and then contacts the cardholder to dispute the charge and claim a refund, while still holding on to the item.
Click Farm
A Groups of workers available for hire that rapidly click on content or ads in order to inflate traffic, sign-ups or engagement.
Click Fraud
A form of invalid malicious activity in which an attempt is made to generate large volumes of ad-clicks with the aim of depleting the advertisers budget.
Client-Side Detection
Detection techniques that reside on the client side, applied after the request has already gone through the server. Common examples include TCP Techniques and STUN Techniques.
Cookie Stuffing
A form of invalid malicious activity in which an affiliate marketers or network attempts to plant a cookie on a visitor's browser without their knowledge and consent, usually via a 3rd party site. This is done so that when the visitors makes a purchase on an eCommerce site, the affiliate can claim credit for driving the visitor to that eCommerce site, winning them a commision.
Crawler
An automated script designed to catalogue and index web pages.
Customer Acquisition
A company’s collective marketing efforts to acquire customers online.
Customer Acquisition Security (CAS)
A cybersecurity-driven business strategy aimed at preventing invalid traffic from interacting with assets throughout the online customer acquisition funnel.
Data Center Traffic
Traffic originating from large data storage facilities as opposed to personal networks. Often times can be used to generate malicious bot activity.
Excessive Rate Limit
A threshold designed to limit a site visitor's ability to repeatedly perform invalid actions like incorrect login attempts and incomplete form fills.
False Representation
An attempt by a user or site visitor to obscure elements of their identity (device, operating system, browser, IP, location etc.).
Invalid Malicious Activity
Activity that comes from mal intentioned human users and should typically be blocked from your customer acquisition funnel.
Invalid Suspicious Activity
Activity generated by users who are displaying potentially malicious or non-human attributes or behaviors, but are not definitively malicious or non-human.
Invalid Traffic (IVT)
Users / visitors who have no chance of converting to real paying customers. These include bots, fake accounts, proxy users, competitors, click farms, JS disabled browsers, automation tools and more.
Invalid Visit
The act of an invalid user arriving on a landing page or website, via paid marketing, organic search or direct.
JavaScript Disabled Browser
A browser that has JavaScript disabled. Causes a disruption to website functionality and preventing the visitor from properly engaging with the certain widgets, forms and page elements.
Network Anomalies
Irregular browsing patterns (hours, volume, location) or user attributes (IP, UA, OS) often indicative of malicious activity.
Proxy
A middle-man tool that masks a user’s identity and location.
Re-Visit
The act of an invalid user returning for at least a second time to a website or landing page.
Scraper
An automated script designed to scrape your site for data.
Serve-Side Detection
Detection techniques that reside on the server side, applied before the request has gone through to the client. Common examples include DNS Techniques and HTTP techniques.
Skewed BI
A situation where Business or Marketing Intelligence data is skewed by the presence of invalid traffic in an the funnel, audiences, campaigns or pipeline.
Skewed Optimization
A situation where automated optimization pixels on major buying platforms (like Google / FB) are skewed by conversions coming from invalid traffic sources.
Spambot
A bot that actively sends out large quantities of messages to users, typically through email.
Virtual Private Network (VPN)
A common type of proxy used to mask a user’s / visitor’s location.