measurable_invalid_impressions is not the rate
Strict IVT is invalid_impressions over impressions. On this seat measurable_invalid_impressions frequently equals almost every impression and produces a nonsense percentage.
Published 2026-09-09 · Search job: IVT rate calculation
The IVT rate you want 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. A dashboard that shows 90 percent-plus "invalid" from the measurable column is usually reading the wrong field, not discovering that the whole buy is fraud.
If you searched for how to calculate invalid traffic, use the strict rate and attach a vendor tag first. Zero on either field means nothing is measuring when creatives carry creative_addons: [].
Why the measurable column exists and why we ignore it as a rate
Viewability and IVT vendors mark some impressions as measurable and some as not. measurable_invalid_impressions is a vendor-specific counting surface. On this seat it has already come back near the full impression count. Dividing that by impressions is not a strict IVT rate. It is a field-shape trap.
Strict IVT is invalid_impressions / impressions. That is the rate anonymized main-seat brand-name display flights used when they sat at 0.523 percent (acceptable) and 1.544 percent (triggered intervention). Those flights are not named here. The rates are. How to judge display traffic.
Click-to-page-view is a different meter. 15.85 percent usable, 3.75 to 6.68 percent not. Click-to-page-view benchmarks we trust. Do not substitute CTR. Do not substitute the measurable column.
You cannot compute this until a tag is on
As of 2026-09-05 every campaign Adprime Zero had ever run carried creative_addons: []. Our reporting sync asked for impressions, clicks, and spend. invalid_impressions and viewable_impressions live on the same performance_agg view we already query. Requesting them returned 200 and zeros, because nothing was measuring.
HUMAN FraudSensor is vendor 7 on this seat, active, $0.05 CPM. Creative add-on 44 is the banner tag. Attaching it is the plan in Attach measurement before you optimize. Until reports return non-zero quality fields, no article on this site will say a flight had low fraud.
What we will not do
We will not publish a "measurable IVT" benchmark. We will not treat a near-100 percent measurable-invalid column as an emergency. We will not switch the numerator later to make a chart look milder. Strict rate, or no rate.