Google is enhancing its efforts to combat invalid traffic (IVT) in digital advertising by leveraging AI and large language models. Recent improvements have led to a 40% reduction in IVT related to deceptive practices, helping advertisers connect with genuine audiences while maintaining the integrity of the ad ecosystem.

The article discusses the declining quality of the internet, particularly in relation to Google's search algorithms and ad practices. It highlights how organic growth has been compromised by financial interests and the proliferation of AI-generated content, leading to a less diverse and lower quality online ecosystem. The author argues that this decline is exacerbated by the financial misalignment between Google and web publishers, contributing to a shrinking market for professionally crafted content.