Seven months after OpenAI started selling ads in ChatGPT, marketers are still asking how they’re supposed to measure them. It has become the sticking point in almost every conversation Digiday has had about the company’s progress as an ad seller. Part of the frustration comes from a sense that OpenAI hasn’t built much beyond the basics. Marketers’ own reluctance to trust the company with their data accounts for the rest. On the product side, agencies running campaigns describe gaps that would be unusual on Google or Meta. Accuracast ran a U.K. lead-gen campaign on ChatGPT alone and watched the form fills come in, but two weeks later the…
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