IAS, DV support ChatGPT Ads
October 5, 2026



Integral Ad Science (IAS), the media quality company, has announced that it is one of the first media quality partners to support ChatGPT Ads, delivering independent, third-party brand safety and suitability measurement.

As conversational interfaces emerge as primary discovery channels, brands require standard measurement frameworks to protect brand equity. Through this integration, IAS says it will provide advertisers “with the independent verification necessary to scale investments in ChatGPT Ads with the same confidence and transparency available across the open web, CTV, and social platforms”.


“Sustainable growth in AI advertising depends entirely on a foundation of digital trust,” commented Lidiane Jones, CEO of Integral Ad Science. “As LLM platforms become essential consumer touchpoints, establishing robust third-party verification ensures marketers can confidently engage in AI-native experiences while upholding the highest standards of brand protection.”

The integration is currently in a closed pilot with a select group of advertisers, with plans for wider availability to follow.

Additionally, DoubleVerify (DV), the software platform to verify media quality, optimise advertising performance and prove campaign outcomes, has 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.

“Advertisers want to understand not just whether a new channel is performing, but the business impact it’s actually driving,” commented Mark Zagorski, CEO of DV. “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.”