How Google’s using AI in new ways to fight invalid traffic
Invalid traffic (IVT) is ad activity that doesn’t come from a real person with genuine interest. It wastes ad budgets, siphons revenue from publishers and erodes trust.
The Ad Traffic Quality team, with Google Research and Google DeepMind, recently introduced industry-leading defenses powered by large language models to more precisely identify ad placements generating invalid behaviors.
Our new applications provide faster and stronger protections by analyzing app and web content, ad placements and user interactions. For example, they've significantly improved our content review capabilities, leading to a 40% reduction in IVT stemming from deceptive or disruptive ad serving practices.
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