OpenAI is building out measurement for mobile advertisers.
The company has launched ChatGPT Ads integrations with AppsFlyer and Adjust, letting advertisers measure and attribute app installs and in-app events driven by ads in ChatGPT.
OpenAI confirmed the integrations in an email to ChatGPT advertisers and in recent documentation available through its new ads-focused website. AppsFlyer and Adjust have also published documentation for the integrations on their respective sites.
Why This Matters:
This is another signal that OpenAI sees performance advertising, especially around mobile apps, as a potentially important part of the ChatGPT ads business.
AppsFlyer and Adjust are widely used by mobile marketers to understand which ads drive installs and what users do after downloading an app. By supporting both, OpenAI is giving app advertisers access to measurement infrastructure they likely already use across other ad channels, making it easier to compare performance.
Advertisers can generate attribution links through AppsFlyer or Adjust, use those links in ChatGPT Ads campaigns and send conversion events back to OpenAI. Those events then appear in the conversions metric in Ads Manager.
Experts React:
OpenAI is framing the integrations as part of a broader push toward better performance and measurement for advertisers.
“This week’s product updates focus on helping advertisers optimize toward conversion goals, improve conversion measurement, pace budgets more effectively, and scale campaign operations,” the company told advertisers (hat tip to the great Anthony Higman).
Our Take:
The mobile opportunity here is easy to see.
People increasingly use ChatGPT to research products, get recommendations and make decisions. If OpenAI can turn some of that intent into app downloads — and give advertisers the attribution infrastructure to prove it — mobile performance advertising could become a meaningful piece of its ads business.
The AppsFlyer and Adjust integrations aren’t necessarily flashy. But nothing with ChatGPT Ads needs to be right now. Not really. They’re another example of OpenAI steadily putting the plumbing in place to turn ChatGPT Ads into a more concrete, competitive ad platform.
