DoubleVerify Launches Attribution Measurement and Advances Brand Suitability for ChatGPT Ads
DoubleVerify, providers of a platform to verify media quality, optimize advertising performance, and prove campaign outcomes, has launched attribution measurement for advertising on ChatGPT.
Advertisers can now incorporate ChatGPT Ads as a touchpoint within the broader customer journey, helping them understand its contribution to outcomes and overall return on ad spend (ROAS).
DV and OpenAI are also developing a brand suitability evaluation pilot to enable independent partners to collaborate with OpenAI to assess and help inform brand suitability policies and guardrails in a controlled testing environment, without accessing private user conversations.
With this announcement, DV enables advertisers to measure ChatGPT Ads alongside their other marketing touchpoints to understand how the channel contributes to acquisition goals, conversions, and overall campaign performance.
"Advertisers want to understand not just whether a new channel is performing, but the business impact it's actually driving," said Mark Zagorski, CEO of DV, in a statement. "By bringing ChatGPT Ads into DV's attribution measurement through DV Rockerbox, marketers can connect engagement on ChatGPT to outcomes and return on ad spend, giving them a clearer view of its role across the customer journey."
As part of this announcement, DV and OpenAI are developing a brand risk and suitability evaluation pilot to assess conversational context at scale, helping advertisers determine whether ad placements align with their brand suitability preferences. The goal is to give advertisers greater transparency into how those policies and guardrails work while protecting conversation privacy.
"Conversational environments are fundamentally different because context is dynamic. What a user asks, how the AI responds, and how the conversation evolves can all shape the environment in which an ad appears," Zagorski added. "That requires a new approach to brand risk and suitability. As advertising on ChatGPT scales, advertisers need confidence that their brands are appearing in suitable environments, with context evaluated while user privacy is protected."
DV's brand suitability and attribution capabilities are part of the DV Media AdVantage Platform, which combines media verification, AI-powered optimization through DV Scibids AI, and campaign outcomes measurement with DV Rockerbox to maximize media effectiveness and return on ad spend.