DoubleVerify Holdings Inc. (DV) said Monday it launched attribution measurement for advertising on ChatGPT, giving marketers a way to track how the channel contributes to customer acquisition, conversions and return on ad spend.

The advertising measurement company is also working with OpenAI on a brand suitability pilot for ChatGPT Ads. The effort aims to assess the context surrounding ad placements while protecting private user conversations.

Measuring ChatGPT Ads Performance

DoubleVerify will integrate ChatGPT Ads into DV Rockerbox, its marketing attribution platform.

As a result, advertisers can compare ChatGPT Ads with other marketing channels instead of evaluating the platform in isolation. The system connects engagement with business outcomes and helps marketers assess the channel's role across the customer journey.

DoubleVerify CEO Mark Zagorski said advertisers increasingly want to understand the business impact of emerging advertising channels, not simply whether they generate engagement.

WW International, Inc. (WW), known as Weight Watchers, used DV Rockerbox after adding ChatGPT Ads as a customer acquisition channel. During the measured period, ChatGPT's attributed cost per acquisition came in 15.3% below Weight Watchers' established benchmark.

Weight Watchers Vice President of Growth Jake Dmochowski said the measurement helped the company compare ChatGPT Ads with its existing marketing investments. The early results will also help inform decisions about whether to increase spending on the channel.

DoubleVerify, OpenAI Test Brand Suitability

DoubleVerify and OpenAI are also developing a brand risk and suitability evaluation pilot.

The program will allow independent partners to assess conversational context and help inform brand suitability policies and safeguards in a controlled environment. The partners will not have access to private user conversations.

Zagorski said conversational advertising requires a different approach because the surrounding context can change as users interact with artificial intelligence systems.

The attribution and suitability tools form part of the DV Media AdVantage Platform, which combines media verification, optimization through DV Scibids AI and campaign measurement through DV Rockerbox.

Nielsen Deal Adds Strategic Context

The launch comes as DoubleVerify prepares to be acquired by Nielsen Holdings. The companies announced Aug. 6 that Nielsen will buy DoubleVerify for $13.60 per share in cash, valuing the company at about $2.15 billion.

The offer represented a 30% premium to DoubleVerify's 60-trading-day volume-weighted average price as of Aug. 5. The transaction is expected to close by the first quarter of 2027, subject to shareholder and regulatory approvals. DoubleVerify will become privately held after the deal closes.

DV Price Action: DoubleVerify Holdings shares were down 0.14% at $13.47 during premarket trading on Monday, according to market data.