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BenchmarksPlanPlan

IVT and viewability once measured

Plan for the first public IVT and viewability scorecard after a vendor tag is on the creative and reports return non-zero quality fields.

Published 2026-09-09 · Search job: invalid traffic display ads

This page is a plan, not a result. We have not judged this test yet. The protocol is here so the next flight can be read. Numbers below are setup notes or prior adjacent evidence, never a claim that this test already ran.

Status: After IVT. Do not fill this page with zeros and call them a rate.

Until a measurement add-on is attached to the creative, invalid_impressions and viewable_impressions return zero because nothing is measuring. That was the state of every Adprime Zero campaign we had run through early September 2026. Publishing "0 percent IVT" from that state would be the same mistake as reading a missing field as a clean bill.

What must be true before this becomes an article

  1. A vendor tag is on the creatives in the window (HUMAN FraudSensor banner add-on is the seat-verified candidate at $0.05 CPM; we will name what we actually attached).
  2. The reporting sync requests the quality fields and parses label-cased keys. A snake_case parser will print zero and look like "this seat has no IVT."
  3. The returned invalid and viewable counts are non-zero or the vendor explicitly scored a window as measured-zero. Unmeasured zero is not scored zero.
  4. Strict IVT uses invalid_impressions / impressions. measurable_invalid_impressions is not the numerator.
  5. The window, spend, and grain are stated. Campaign-only rates hide the domains that matter.

Benchmarks we will compare against, not invent

Anonymized main-seat brand-name display flights we can already cite: 0.523 percent strict IVT acceptable, 1.544 percent triggered intervention. Click-to-page-view 15.85 percent usable, 3.75 percent poor. Those stay labeled operator benchmarks from trafficked campaigns.

We will not invent an Adprime Zero IVT number on 2026-09-09 to sit beside them.

When the first measured day exists, this page becomes a dated table. Until then the public remnant picture remains concentration and the Supply Bench scorecard.

Related

Measurement
How to judge display traffic

Use IVT and click-to-page-view, not CTR. Zero invalid impressions means nothing is measuring if the creative has no vendor tag.

Glossary
Invalid traffic

Impressions a measurement vendor marks invalid. Zero is not "clean" if no vendor tag is attached. Strict rate uses invalid_impressions, not the measurable field.

Glossary
Viewability

Whether a served impression met a vendor's in-view standard. Zero viewable impressions means nothing is measuring if no tag is on the creative.

Run the next test from chat

Open an account, add prepaid budget, and let an agent create the campaign, rotate creatives, and read the report. No DSP setup, no insertion order, no sales call.

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