The ad verification company says ChatGPT ads can now be tracked alongside other channels, and that it is working with OpenAI on guardrails for ads in chatbot conversations.
DoubleVerify, an ad verification and measurement company, said Oct. 5 that advertisers can now track ads on ChatGPT as part of their broader marketing attribution. It also said it is developing a pilot with OpenAI to evaluate brand suitability in the chatbot.
The attribution tool runs through DV Rockerbox, the company’s measurement product. It lets advertisers see how ChatGPT ads contribute to acquisitions, conversions and return on ad spend alongside other channels, rather than judging the channel in isolation, the company said.
“Advertisers want to understand not just whether a new channel is performing, but the business impact it’s actually driving,” said Mark Zagorski, DoubleVerify’s CEO.
Early results from one advertiser
DoubleVerify cited one early customer. Weight Watchers added ChatGPT Ads as a source of member acquisition and used Rockerbox to measure it, the company said. During the period measured, the cost per acquisition attributed to ChatGPT was 15.3% below Weight Watchers’ benchmark. Weight Watchers is evaluating whether to increase its investment.
“DV Rockerbox helped us put ChatGPT Ads performance into context alongside our existing investments, giving us an encouraging early signal and greater clarity as we evaluate how to scale,” said Jake Dmochowski, vice president of growth at Weight Watchers.
The announcement did not say how long the measurement period lasted, how much Weight Watchers spent, or what its benchmark cost was.
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A brand suitability pilot
DoubleVerify said it and OpenAI are developing a pilot that would let independent partners work with OpenAI to assess brand suitability policies and guardrails in a controlled testing environment, without access to private user conversations. The aim, the company said, is to evaluate conversational context at scale and give advertisers more transparency into how those policies work.
Brand suitability tools generally help advertisers keep their ads out of content they consider a poor fit. Conversations present a different challenge, Zagorski said.
“What a user asks, how the AI responds and how the conversation evolves can all shape the environment in which an ad appears,” he said. “That requires a new approach to brand risk and suitability.”
The attribution and suitability tools are part of DoubleVerify’s Media AdVantage Platform, which also includes media verification and AI-based campaign optimization, the company said.
