Definition & Explanation

The fraud rate, also called the IVT rate, is the percentage of ad impressions deemed invalid—generated by bots, fake users, spoofed CTV devices, or other non-human sources. In programmatic advertising, IVT rates can range from 10–30% depending on the traffic source and verification methods used. Monitoring this metric helps advertisers and publishers identify compromised inventory, reduce wasted spend, and maintain campaign integrity.