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Display/Programmatic · Buy-Side calculator

Invalid Traffic (IVT) Rate

IVT rate is the share of impressions flagged as invalid: bots, crawlers, or fraudulent activity.

Formula

IVT rate = (Invalid impressions ÷ Total impressions) × 100

Fill in any 2 fields. The one you edited longest ago is solved for you.

input
input
waiting
Percent. Waiting for the other fields.

Waiting for 2 values to solve IVT rate.

What is IVT rate?

IVT rate is the share of impressions flagged as invalid: bots, crawlers, or fraudulent activity. It is the first number to check when results look too good, or too bad, to be true.

Worked example

If invalid impressions is 18,000 and total impressions is 1,500,000, then IVT rate = 1.20%.

IVT rate = (Invalid impressions ÷ Total impressions) × 100

Formula variable breakdown

invalidInvalid impressions
Enter invalid impressions directly, or leave it blank and let the solver calculate it from the other 2 fields.
totalTotal impressions
Enter total impressions directly, or leave it blank and let the solver calculate it from the other 2 fields.
ivtIVT rate(output)
Enter IVT rate directly, or leave it blank and let the solver calculate it from the other 2 fields.

Tactical application guide

IVT rate links invalid impressions and total impressions in a fixed ratio, so any two pin down the third. Planning backwards is where it earns its keep: enter the invalid impressions you have and the IVT rate you are targeting, and the solver tells you the total impressions you must secure. Or lock total impressions and IVT rate from a benchmark to see the invalid impressions that plan implies before you commit.

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