OpenAI’s measurement gaps are keeping ChatGPT ads budgets at test level

October 01, 2026 Presented by Seven months after OpenAI started selling ads in ChatGPT, marketers are still asking how they’re supposed to measure them. It has become the sticking point in almost every conversation Digiday has had about the company’s progress as an ad seller. Advertisement TOP STORY Marketing on Platforms OpenAI's measurement gaps are keeping ChatGPT ads budgets at test level OpenAI’s ChatGPT ads have a measurement catch-22 OTHER THINGS TO KNOW Tomorrow is your last chance to enter the Digiday AI Awards. Don’t miss the opportunity to gain recognition for the innovative AI strategies, tools and campaigns shaping the future of media, marketing and advertising. Join past honorees, including Canva, VidMob, Bloomberg Media Studios and McDonald’s. Register for this webinar on Oct. 6 at 1 p.m. ET for insights into how publishers are strengthening performance and building for what’s next – and what comes after that. Partner insights from Raptive. CMOs must return to the fundamentals, treating every customer as a measurable economic relationship — grounded in real behaviors, real value and a clear contribution to growth and profitability. Partner insights from Zeta Global.  A MESSAGE FROM T-MOBILE ADVERTISING SOLUTIONS Discover the data set every advertiser should be using Mobile behavior is one of the clearest, most timely indicators of consumer intent. Ahead of Advertising Week New York, learn how T-Mobile Advertising Solutions uses carrier data to turn signals into strategy. This behavioral intelligence bridges the gap between what happens online and what happens in the real world, helping marketers drive real business outcomes at scale. Get started MEDIA & PLATFORMS Retail Media Rewritten Amazon wants to own the long game in ad measurement Amazon says its ads sell more than they get credit for. Agencies want proof. Member exclusive Media Briefing: Publishers are turning GEO from an experiment into a business Publishers are turning GEO into a new revenue stream as clients increasingly look to boost their brands’ visibility in AI-generated answers. PARTNER INSIGHTS FROM DMEXCO How zero-click search is changing the equation for brand visibility For brands, machine-readable content, credible third-party coverage and a strong reputation are becoming increasingly important. THE BUSINESS OF AI Brand Safety As AI slop spreads, Pixability offers a way to root it out on YouTube All social media platforms these days bristle with exponentially increasing amounts of AI slop. What if there’s a new way to root it out? The Creator Economy The creator economy’s stance on AI is shifting — again Creators are integrating AI tools into their workflows, but at what point does it overtake the creative process and result in sameness? PARTNER INSIGHTS FROM EYEOTA, A DUN & BRADSTREET COMPANY How marketers protect their data strategy during renewed M&A activity A fresh wave of acquisition news is once again redrawing the boundaries of the advertising ecosystem — and even deeply embedded partnerships can take on a different character as the industry consolidates.  Advertisement PARTNER INSIGHTS FROM CIRCANA How social commerce is disrupting traditional commerce media Platforms like TikTok are expanding the surface area of commerce by serving as powerful discovery engines. However, as social commerce drives broader demand, RMNs can capture and convert consumers on their own platforms. ICYMI Marketing on Platforms At its flagship unBoxed conference, Amazon Ads collapses buying silos as AI takes a bigger role in media decisions Full-Funnel Campaigns and DVA+ extend Amazon’s programmatic capabilities to more advertisers, while putting the spotlight on transparency and control. 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