DV Launches Attribution Measurement and Advances Brand Suitability for ChatGPT Ads
Key Highlights
- ➤DV launches ChatGPT Ads attribution measurement through DV Rockerbox
- ➤Weight Watchers’ ChatGPT Ads attributed cost per acquisition was 15.3% below benchmark
- ➤DV and OpenAI are developing a brand suitability evaluation pilot
- ➤Pilot aims to assess conversational context while protecting private user conversations
Expert Statements
Mark Zagorski, CEO of DoubleVerify
“Advertisers want to understand not just whether a new channel is performing, but the business impact it’s actually driving”
Mark Zagorski, CEO of DoubleVerify
“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”
Jake Dmochowski, VP of Growth, Weight Watchers
“As new advertising channels emerge, we need to understand how they contribute to the broader customer journey”
Jake Dmochowski, VP of Growth, Weight Watchers
“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”
Mark Zagorski, CEO of DoubleVerify
“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”
Mark Zagorski, CEO of DoubleVerify
“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”
NEW YORK, Oct. 05, 2026 (GLOBE NEWSWIRE) -- DoubleVerify (“DV”) (NYSE: DV), the leading software platform to verify media quality, optimize advertising performance and prove campaign outcomes, today announced the launch of 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 designed 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.
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