OpenAI ads boss David Dugan on third-party measurement: ‘it’s a natural step’

June 30, 2026 Presented by Self-graded measurement is the norm for ad platforms: they sell the ads, then report back on how well those ads did, with no independent auditor checking the math. CMOs usually have to fight for years to change that. OpenAI didn’t wait for one. Speaking to Digiday, the AI firm’s boss Dave Dugan said the arrival of third-party measurement is “a natural evolution” from where the platform is today. Advertisement TOP STORY Marketing on Platforms OpenAI ads boss David Dugan on third-party measurement: ‘it’s a natural step’ Since OpenAI refuses to share chat data, as it goes against its principles, external proof may be the only way to win advertiser trust. OTHER THINGS TO KNOW Join us in Miami, September 14-16 at the Digiday Publishing Summit to hear how media companies are building and adapting their business models to address and overcome current industry challenges. Price increases after July 6th. Agentic readiness means getting the fundamentals right. When a brand’s loyalty and promotions data foundations are in place, connecting to agentic commerce platforms becomes a straightforward integration, not a replatforming effort. Partner insights from Talon.One. Transparency has become a universal platform claim, but unlike the challenges of transparency in media buying — which are understood — a new focus of understanding is required for newer AI-powered, end-to-end planning and buying platforms. Partner insights from 3C Ventures. A MESSAGE FROM BLOCKBOARD Launch in minutes for campaigns that run like the big brands Most ad platforms promise simplicity, but few deliver accountability. BlockVantage does both. Blockboard’s AI-powered platform lets you launch high-quality campaigns in minutes — across screens, including TV — with no media buying expertise required. Real-time reporting, verified impressions and a flat 15% fee mean no surprises when the invoice arrives. Built for lean teams and ready to scale. Learn more MEDIA & PLATFORMS Marketing on Platforms ‘There’s two ways to build these platforms’: OpenAI’s ads boss David Dugan on going the other way Inside OpenAI’s ad playbook: move fast, share the build, defer the hard questions. PARTNER INSIGHTS FROM BLOCKBOARD What AI is about to expose about programmatic advertising For years, the advertising industry had a convenient villain: fraud. But as AI-driven automation removes layer after layer of manual execution from media buying, the problem of structural waste is coming into focus. MARKETING The Sports Marketing Playbook How the Chicago Bulls retooled their sponsorship business to meet CMO data demands As sports sponsorship spending rises, CMOs are looking for hard evidence to justify their deals. Teams and franchise owners are responding, but there’s competition. PARTNER INSIGHTS FROM CANNES LIONS Why making creative a long-term business strategy compounds value Brands that build salience and move consumers to take action all have a common denominator: creative marketing and brand-building are at their foundation. Advertisement PARTNER INSIGHTS FROM EXPERIAN Why supply quality is a prerequisite for measurement in healthcare When tracking and addressability vary across channels, healthcare advertisers need confidence that impressions run in the right environments and under the right conditions before outcomes can be trusted. MODERN RETAIL Member exclusive Ad tech Briefing: Walmart’s Vibe deal is a reminder not to spend too long courting Madison Avenue Walmart’s $1.4 billion acquisition of a five-year-old company underlines the importance of smaller businesses. Retail Media Rewritten Streaming is the next frontier for Walmart’s, Kroger’s ads businesses Walmart and other retailers have also recently invested in the ability to integrate their shopping data into video platforms like YouTube and TikTok. ICYMI The Business of AI L’Oréal accelerates generative AI content engine with fresh OpenAI deal L’Oréal’s CMO Asmita Dubey is tasked with keeping the beauty giant competitive in the age of zero-click search and rapid AI creative production. Written by Jim Cooper and Sara Jerde Were you forwarded this email? Sign up to get it daily. Advertise | Digiday+ | Events | Awards Update your email | Unsubscribe | Privacy policy