Invalid traffic
Impressions a measurement vendor marks invalid. Zero is not "clean" without a vendor tag. Strict rate uses invalid_impressions, not the measurable field.
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 the exchange we buy through, 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 brand-name display campaigns from Adprime's managed ad operations 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.
We judge traffic on our own first-party traffic grade: real visits to the advertiser's landing page, bot traps, and engagement on that page, with click-to-page-view as one input. A vendor IVT rate is a hint. 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.