Intelligence — Topic

Measurement, Attribution & Intelligence

Attribution, MMM, incrementality, marketing analytics, media effectiveness, marketing intelligence.

1 article

25 Sept 2026 · 7 min
ChatGPT Ads Has Measurement. What It Doesn't Have Is a Referee.
ChatGPT Ads went live across Southeast Asia and Taiwan this week with all five holding companies signed on and a $1 billion run rate behind it. The popular read is that measurement isn't ready. The more useful read is that measurement exists, and every number in it comes from OpenAI or its commercial partners.

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