The internet is facing a new and growing challenge: AI-generated junk websites. These sites, filled with low-quality, AI-generated text, are emerging as major players in the world of programmatic advertising, and the problem is escalating fast. According to a report from NewsGuard, over 140 brands have inadvertently advertised on these unreliable content farms, threatening both the quality of online content and the future of digital advertising. Even major platforms like Google Ads and Meta Ads have been impacted, with some brands unknowingly supporting these low-quality sites through their programmatic ad networks.
What Are AI-Generated Junk Websites?
AI-generated junk websites are built around AI-created content that lacks depth and quality. The rise of large language models like GPT has made it easy for these sites to produce vast quantities of text at scale. While AI can be used for good, in this case, it’s being misused to generate content that is often nonsensical or factually incorrect, designed primarily to attract advertising dollars.
These sites often rely on search engine algorithms to draw in users, using trending keywords and clickbait titles to increase their traffic. Once users land on the page, they’re inundated with ads, many of which are placed through automated systems, or “programmatic advertising.”
How Are These Sites Making Money?
The backbone of AI-generated junk websites is programmatic advertising. This automated system uses algorithms to place ads based on user behaviour, website content, and the likelihood that an ad will reach a target audience. It allows advertisers to reach users across various websites in real-time, but also opens up avenues for abuse.
The programmatic ad industry is a multi-billion-dollar business, with Google Ads and Meta Ads being the largest platform in the space. However, it’s not just Google. These junk websites can host ads from a wide range of major brands, including those in finance, healthcare, and retail. Unfortunately, most companies using programmatic advertising aren’t aware of where their ads are being placed, leading to billions of ad dollars wasted on these low-quality sites.
A shocking statistic from the Association of National Advertisers shows that about 21% of ad impressions end up on “made-for-advertising” sites—platforms built solely to generate ad revenue without offering real value to users. This practice leads to a staggering $13 billion wasted globally each year on these sites.
The Rise of AI-Driven Content Farms
AI has significantly lowered the barriers to creating junk websites. Where human content creators were once needed to churn out articles, AI now does the heavy lifting. One such AI-driven content farm highlighted by NewsGuard produces over 1,200 articles a day. This new wave of AI-powered junk websites often masquerades as legitimate news or information sources, making it even harder for both advertisers and users to tell the difference.
What makes it worse is that many of these AI-generated sites go undetected by ad networks and search engines. As a result, brands like Citigroup, Subaru, and GNC have unknowingly advertised on low-quality, AI-written websites. Even though platforms like Google and Meta have policies against serving ads on “spammy automatically generated content,” enforcement has been inconsistent.
For advertisers, the rise of AI-generated junk websites poses a serious problem. By having their ads appear on low-quality, misleading, or spammy sites, brands risk damaging their reputation. Furthermore, since the ads are not reaching their intended audience, it wastes ad budgets and diminishes the overall effectiveness of digital campaigns.
For users, these sites offer a poor experience. The content is often filled with inaccuracies or irrelevant information, leaving users frustrated and misinformed. The bombardment of ads on these pages also detracts from user experience, making it difficult to navigate or find reliable information.
Can Anything Be Done?
Addressing the issue of AI-generated junk websites is not easy, but there are steps advertisers and ad networks can take. One immediate solution is improving brand safety measures, such as blacklisting domains known for low-quality content. Advertisers should also work with trusted ad networks that offer transparency and accountability in their ad placements.
On the technical side, ad platforms need to improve their detection algorithms to identify and block AI-generated junk sites. Companies like Google and Meta are already working on refining their policies and enforcement mechanisms, though the increasing sophistication of AI makes it a cat-and-mouse game.
Furthermore, advertisers and platforms must place a greater emphasis on human oversight. While AI can help automate and scale many processes, relying solely on algorithms to make decisions about ad placements has proven to be risky. Human intervention is crucial to ensuring that content meets quality standards and doesn’t violate policies.
Conclusion: The Future of AI in Content Creation
AI has incredible potential when used responsibly, but the rise of AI-generated junk websites illustrates the dangers of unregulated AI usage. These sites, driven by programmatic advertising dollars, threaten to degrade the overall quality of content on the internet and siphon money away from legitimate publishers.
Advertisers, tech platforms, and regulatory bodies must work together to stem the tide of junk websites by improving detection mechanisms, enforcing ad quality standards, and prioritising human oversight. While AI can help in many areas of content creation, it’s essential to strike a balance between automation and maintaining the integrity of the online ecosystem.
Consider leveraging Google Ads and Meta Ads to promote your high-quality content and reach a wider audience. Book a Free Consultation with us today!