OpenAI is building the ad measurement infrastructure that would let it compete for performance budgets, not just brand spend.
The AI company is working on a conversion tracking pixel — the same type of tool that sits invisible on millions of sites and tells advertisers exactly what happened after someone saw their ad, according to code shared and reviewed by Digiday by someone who has access to it.
It is the latest sign of how quickly OpenAi is building out its ad infrastructure: last week, code reported by AdWeek pointed to upcoming support for conversion-based campaigns. Now there is evidence of the measurement layer needed to make them meaningful. When a user clicks on ads inside ChatGPT and then completes an action on an advertiser’s site — say, signing up to something, making a purchase or even booking a trip — the pixel fires, sends data back to ChatGPT and closes the loop. OpenAI knows the ad worked. The advertiser can prove it.
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