
Google uses AI and large language models to fight invalid ad traffic and protect ad spend
3 hours ago
Google uses large language models to combat invalid traffic (IVT), which wastes ad budgets and harms trust by targeting non-genuine ad activity. Their Ad Traffic Quality team, collaborating with Google Research and DeepMind, has enhanced defenses to better identify problematic ad placements. These improvements analyze content, placements, and user interactions, reducing IVT by 40% and protecting advertisers and publishers.