Invalid traffic is ad activity that doesn’t come from a real person with a genuine interest, also known as ‘bot traffic.’ This is bad news for advertisers because it wastes ad budget and can harm campaign learning and optimization. We always want real, interested humans clicking on our ads to maximize our ad budget and ROI. Unfortunately, this is not always the case.
Ok, enough doom and gloom because there is light at the end of the tunnel! Why? The folks at Google are well aware of this issue and are doing everything in their power to mitigate the negative impacts of invalid traffic. According to a recent Google Ads & Commerce Blog, the Google Research and Google DeepMind teams have recently introduced industry-leading defenses powered by large language models, which allow them to more accurately identify ad placements that are likely generating invalid (fake) behaviors.
The new applications created by the joint team have been able to provide significantly stronger and faster protection against invalid traffic by better analyzing app and web content, ad placements, and user interactions. Google reports that these AI-powered content review applications have resulted in a 40% reduction in IVT. This means that advertisers are much better equipped to reach their intended audiences, without worrying about invalid traffic siphoning significant portions of their ad budget.
In the pregnancy help world, every dollar dedicated towards advertising must reach the right audience. These new initiatives that Google has taken to combat invalid traffic are great news for advertisers and show that Google is dedicated to helping advertisers maximize their budget, reach, and impact. At the end of the day, invalid traffic will never disappear entirely—but with Google’s latest AI-driven defenses, advertisers can feel far more confident that their budgets are working as hard as possible. By cutting down wasted spend and improving campaign optimization, these advancements not only protect your investment but also help ensure your ads are reaching the people who actually matter: real clients with genuine interest.