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.
Published 2026-09-09 · Search job: invalid traffic display ads
Invalid traffic (IVT) is inventory a measurement vendor classifies as invalid: bots, datacenters, and other non-human or policy-failing impressions, by that vendor's definition. The strict rate is invalid_impressions / impressions.
Do not use measurable_invalid_impressions as the numerator. On this seat that field frequently equals almost every impression and produces a nonsense percentage.
Until a vendor add-on is on the creative, reporting can return zeros for invalid and viewable impressions because nothing is measuring. Adprime Zero flights ran that way for months. We will not call those flights low-fraud.
Anonymized main-seat brand-name display flights we can cite sat at 0.523 percent strict IVT when acceptable and 1.544 percent when they triggered intervention. Those are operator benchmarks, not invented industry averages.
Before a tag is on, use concentration and click-to-page-view. Seven domains produced 41.3 percent of Supply Bench clicks in the August 2026 partial pull. That is a watchlist, not an IVT verdict.
How we read it: how to judge display traffic.