Jeff argues that once ChatGPT ads can be bought through Magnite and PubMatic, they are just another source of impressions. They need independent incrementality measurement, since publishers grading themselves is a conflict of interest, and imperfect data is acceptable.
Joel argues that consumer attention is quietly moving to ChatGPT while many marketers cling to traditional ad platforms. Teams experimenting with conversational AI report deeper engagement, and Joel sees the shift from static ads to dynamic conversations as the key change.