Integral Ad Science (IAS) and DoubleVerify (DV) are working with OpenAI to bring third-party measurement and brand suitability controls to ChatGPT Ads, as advertisers look for greater transparency around the emerging AI advertising channel.
The two media quality companies are taking different approaches however, with IAS focused on independent brand safety and suitability measurement, while DV has launched attribution measurement to help advertisers understand how ChatGPT Ads contribute to the wider customer journey.
The moves come as ChatGPT increasingly becomes a discovery and commercial environment for consumers, giving marketers another emerging channel to assess alongside search, social, CTV and the open web.
IAS said the partnership will provide advertisers with independent reporting on ChatGPT Ads against its existing brand safety and suitability taxonomy. The company said the integration is currently in a closed pilot with a select group of advertisers, available for campaigns running in the US, with wider availability planned.
Participating advertisers will be able to assess ChatGPT Ads against brand safety and suitability requirements and incorporate the measurement into their broader media strategies.
Commenting on the partnership, IAS CEO Lidiane Jones said: “Sustainable growth in AI advertising depends entirely on a foundation of digital trust.”
“As LLM platforms become essential consumer touchpoints, establishing robust third-party verification ensures marketers can confidently engage in AI-native experiences while upholding the highest standards of brand protection.”
Meanwhile, DV has launched attribution measurement for ChatGPT Ads through its DV Rockerbox platform, allowing advertisers to assess ChatGPT alongside other marketing touchpoints and measure its contribution to acquisition, conversions and return on ad spend.
The company pointed to early results from Weight Watchers, which added ChatGPT Ads as a source of member acquisition and used DV Rockerbox to independently assess its performance.
During the measured period, ChatGPT’s attributed cost per acquisition was 15.3 per cent below Weight Watchers’ established benchmark.
Weight Watchers VP of Growth Jake Dmochowski said the measurement helped the business put ChatGPT Ads performance into context alongside its existing media investments.
“As new advertising channels emerge, we need to understand how they contribute to the broader customer journey,” Dmochowski said. “DV Rockerbox helped us put ChatGPT Ads performance into context alongside our existing investments, giving us an encouraging early signal and greater clarity as we evaluate how to scale.”
DV is also working with OpenAI on a brand risk and suitability evaluation pilot, designed to assess conversational context and help inform brand suitability policies and guardrails.
The pilot is being developed to allow independent partners to evaluate suitability in a controlled environment without accessing private user conversations.
DV CEO Mark Zagorski said advertising within conversational environments presented a different measurement challenge to traditional media because the context around an ad can change throughout an interaction.
“Conversational environments are fundamentally different because context is dynamic,” Zagorski said.“What a user asks, how the AI responds and how the conversation evolves can all shape the environment in which an ad appears.”
He said advertisers would need a new approach to brand risk and suitability as advertising on ChatGPT scales.
“As advertising on ChatGPT scales, advertisers need confidence that their brands are appearing in suitable environments, with context evaluated while user privacy is protected,” Zagorski said.
The two partnerships ultimately address two sides of the same challenge for marketers: whether ChatGPT Ads are driving business results, and whether brands can understand and trust the environment in which those ads appear.
As AI-native advertising continues to develop, the push from IAS and DV suggests the measurement infrastructure surrounding ChatGPT Ads is beginning to look more like the established advertising ecosystem — with independent verification, attribution and brand suitability becoming part of the pitch to marketers.
