OpenAI has signed deals with Magnite and PubMatic so advertisers can buy ChatGPT ads through the ad-tech platforms they already use, MediaPost reports.
That makes ChatGPT one more line in the media plan, bought like everything else. So it belongs in the measurement the same way.
It's the same as someone searching on Google, Bing or Reddit. It's another source of impressions to contend with. We're already adding it to the measurement picture for several clients advertising there.
Publishers grading their own performance is a conflict of interest, and that won't change here. You need an independent, incrementality-based read on what ChatGPT ads add versus what would have happened anyway.
There will be holes. Claude doesn't run ads, so nobody will publish how many people ask it for the best barbecue sauce. That's fine.
Measurement was always imperfect. All models are wrong, some are useful.
Be wary of any platform that claims a perfect picture of this.
Responding to OpenAI Signs Deals With Magnite, Pubmatic To Further ChatGPT Ad Buys, MediaPost.com