Creative add-on
A vendor tag attached to a creative on the exchange. HUMAN FraudSensor is vendor 7, add-on 44, $0.05 CPM. Without an add-on, invalid impressions stay zero.
A creative add-on is a vendor tag attached to a creative on the exchange. It is not a dashboard toggle. Until one is attached, invalid_impressions and viewable_impressions return 0 because nothing is measuring.
On our exchange account, HUMAN FraudSensor is vendor 7. The banner tag is creative add-on 44 at $0.05 CPM. After we attached it to the live test creatives, the exchange started returning non-zero invalid impressions. Viewability stayed unmeasurable because this add-on is IVT, not a viewability vendor.
Why invalid traffic shows on the exchange first is the measurement page. Invalid traffic is the term. Zero invalid impressions with creative_addons: [] is not a quality score.