Self-graded measurement is the norm for ad platforms: they sell the ads, then report back on how well those ads did, with no independent auditor checking the math. CMOs usually have to fight for years to change that. OpenAI didn’t wait for one.
Speaking to Digiday, the AI firm’s boss Dave Dugan said the arrival of third-party measurement is “a natural evolution” from where the platform is today. Right now, advertisers get bidding and outcome data. None of it proves an ad reached a real person. What’s more, it’s OpenAi grading its own homework. Third-party measurement would change that, confirming ads were seen by real humans, in view and in brand-safe environments. Or rather it would up to a point since verification vendors have their own track record of disputed methodologies and blind spots. While Dugan was coy on when marketers would get the chance to make that call – but he did hint at with whom.
“As we evolve, of course, we’ll think about what are the most trusted third-party partners that we would look to collaborate with and integrate with,” he said. “So I don’t have any names to announce on that, but I think it’s a natural step that working with trusted industry partners is often an expectation of advertisers or agencies or partners. We respect that.”
Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.