The analysis found that ads served next to AI slop actually outperformed “clean supply” across several commonly used ad metrics. “Clean supply” relates to media that is measurable, fraud-free, and viewable. The research came from industry bodies, the Trustworthy Accountability Group and the Association of National Advertisers, and their tech partner, Fiducia.

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“AI slop looks like legitimate inventory in the same way a fake Hermès bag looks at first glance like a real one,” Mike Zaneis, CEO of TAG, told me.

The purveyors of AI slop have figured out how to fool the systems that many marketers use to weed out low-quality publishers.

Zaneis said that’s why marketers should shift their measurement strategies away from relying on single metrics, such as viewability, to using mixed models.