Marketers can now buy ads on ChatGPT, but key measurement and attribution tools are missing. Adoption remains cautious as transparency concerns persist. Experts say the platform’s impact is still unclear.
Ad spend have a new option: ChatGPT advertising is now available with features like CPC bidding, pixel tracking, conversion APIs, and virtually no minimum spend. These tools make the platform accessible to a wide range of marketers, but industry leaders say the offering is not yet a full-fledged media channel.
Mary Gabrielyan, Chief Strategy Officer at AI Digital, discussed the current state of ChatGPT ads on Inside the Stack. She noted that while the platform’s intent-driven format resembles search advertising, it lacks the measurement, attribution, and transparency marketers expect from established channels. Without these capabilities, it is difficult for brands to assess ChatGPT’s influence on performance across their marketing mix or to connect ad exposure to offline outcomes.
Gabrielyan explained that, unlike Google, where marketers can trace user journeys and evaluate cross-channel impact, ChatGPT ads do not yet provide the same level of insight. This gap in data and attribution is a key reason why adoption remains measured. She emphasized that AI Digital’s Open Garden approach aims to address these challenges by offering marketers a unified view of performance across walled gardens and media platforms, rather than evaluating each in isolation.
As AI automates more of the media workflow, Gabrielyan believes some aspects of campaign management still benefit from human oversight. She also pointed out that Google may be best positioned to lead in AI advertising over time, given its established infrastructure and data capabilities. Meanwhile, AI Digital is working with clients to help them track their visibility within large language model answers, a growing area of interest as conversational AI platforms expand their reach.
Other companies are also experimenting with AI-powered ad placements. For example, Kroger recently introduced sponsored product ads within its AI shopping assistant, leveraging first-party data to offer measurable results. These developments highlight the industry’s cautious but ongoing exploration of AI-driven advertising channels.
