DoubleVerify and IAS introduce measurement tools for ChatGPT Ads

Advertising verification firms are expanding measurement capabilities to include ChatGPT Ads as conversational AI becomes a significant media environment.

DoubleVerify announced that its attribution tool, DV Rockerbox, can now incorporate ChatGPT Ads as a touchpoint, allowing brands to measure the channel's contribution to customer journeys alongside other marketing activities. The company reported that Weight Watchers achieved a cost per acquisition 15.3% below its established benchmark using these ads, though specific spend and conversion data were not disclosed. DoubleVerify is also developing a brand suitability pilot with OpenAI.

Similarly, Integral Ad Science (IAS) is launching an initiative to provide independent, third-party brand safety and suitability measurement for ChatGPT Ads. Currently in a closed pilot phase, the integration aims to help advertisers assess placements against IAS's taxonomy, addressing the unique challenges of dynamic, AI-generated content. IAS CEO Lidiane Jones stated that establishing third-party verification is essential for sustainable growth in AI advertising and digital trust.