Source: Digiday
Seven months into ChatGPT ads, OpenAI still hasn't provided marketers with standard conversion tracking or attribution tools—the basic infrastructure that determines ad spend levels across every other platform. Without these metrics, brands treat ChatGPT as a test channel rather than a core investment, keeping revenue flat. OpenAI competes on novelty alone rather than performance, which limits its advertising business to the ceiling early social media platforms faced before they solved measurement.