OpenAI is building the ad measurement infrastructure that would let it compete for performance budgets, not just brand spend.

The AI company is working on a conversion tracking pixel — the same type of tool that sits invisible on millions of sites and tells advertisers exactly what happened after someone saw their ad, according to code shared and reviewed by Digiday by someone who has access to it.

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OTHER THINGS TO KNOW

• Most CTV reporting focuses on metrics that describe exposure. But CFOs dislike reporting that they can’t reconcile. When CTV measurement demonstrates incremental revenue, it shifts from a discretionary spend to a growth lever. Partner insights from PebblePost.
• As AI increases the bar for speed and responsiveness, the best people spend more time coordinating than doing the work only humans can do. Tools meant to simplify can end up costing agencies time, confidence and eventually, accounts. Partner insights from Pathlabs.
• According to research from Keen Decision Systems, only 10% of marketers incorporate prior knowledge into their forecasts, an indication that most start from scratch every time. Partner insights from Keen Decision Systems.

PARTNER INSIGHTS FROM OPTABLE

PARTNER INSIGHTS FROM OPENX

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PARTNER INSIGHTS FROM CIRCANA