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ChatGPT ads work like search, but marketers can’t yet trace their impact

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.

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 · AdExchanger · read the original.

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