Google expands its use of AI to detect invalid ad traffic

Google is expanding its use of AI to combat invalid traffic (IVT) in Google Ads, aiming to improve ad performance and accuracy. IVT includes clicks and impressions from non-genuine users, such as bots, malicious sources, accidental clicks, and deliberate attempts to inflate costs or generate illegitimate revenue. These false interactions raise advertising costs and distort performance metrics without delivering real results. 

While Google already has systems to tackle IVT, it is now introducing more advanced AI tools, developed in collaboration with Google Research and DeepMind. These tools use large language models to more accurately detect and block ad placements that produce invalid activity, analysing web and app content, ad placement patterns, and user interactions. 

According to Google, these updates have improved content review processes, resulting in a 40% drop in IVT from deceptive or disruptive ad-serving practices. This not only reduces wasted ad spend but also ensures advertisers reach more genuine users. Additionally, Google runs both automated and manual checks to ensure advertisers are not billed for invalid clicks or impressions. Combined with enhanced AI targeting, these measures promise better audience reach, more reliable data, and improved campaign performance for advertisers. 

What this means for us:   

This expansion would ultimately mean cleaner data, fewer wasted clicks, and better ROI for our clients’ Search Ads. With more accurate targeting and fraud prevention, this would allow us to deliver stronger results and more trustworthy performance reports. 

Read more: https://www.marketingdive.com/news/google-expands-ai-detection-invalid-traffic/757548/