Not really a new practice, but having job postings and job searching online makes it more obvious. Running ads for jobs the employer may not fill has few downsides and doesn't cost much.
Digging through job postings and applying to them has turned into a numbers game, and an arms race of automation and now AI tools. I suggest a more effective job hunting strategy, because worrying about ghost job postings just wastes your time if you intend to find a job.