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# ChatGPT ads work like search, but marketers can’t yet trace their impact
- URL: https://fabric-media.ghost.io/chatgpt-ads-work-like-search-but-marketers-cant-yet-trace-their-impact/
- Published: 2026-08-11T02:01:13.000Z
- Updated: 2026-08-27T20:08:49.000Z
- Description: AI Digital’s Mary Gabrielyan says ChatGPT ads have easy setup but no clear measurement, attribution, or cross-channel tracing yet. Without that, adoption will stay cautious, not rushed, until marketers can see how it fits with MMM and offline outcomes.
- Author: Fabric.Media Editorial
- Tags: Ad-tech, AI

**Why it matters.** Marketers cannot yet fold ChatGPT ad performance into MMM or cross-channel attribution, so budget owners must hold spend to test levels until the platform delivers verifiable measurement.

*Signal from* [*adexchanger.com*](https://www.adexchanger.com/?ref=fabric-media.ghost.io) *·* [*AdExchanger*](https://fabric-media.ghost.io/tag/by-adexchanger/) *·* [*read the original*](https://www.adexchanger.com/inside-the-stack/chatgpt-ads-are-here-now-comes-the-hard-part/?ref=fabric-media.ghost.io)*.*