"The real question for marketers is not whether ChatGPT ads will attract early spending, but whether they will become a durable part of the performance media mix."
"Every new channel follows a familiar arc. It launches with scale and momentum. Marketers test, and budgets flow. For a period of time, it can grow on that momentum alone."
"Eventually, the novelty wears off, and the standards rise. The key question becomes how the channel performs relative to the rest of the plan, and whether it delivers incremental outcomes that justify reallocating dollars from other channels."
"Third-party measurement became a prerequisite for serious performance budgets."
ChatGPT ads are poised to initiate large-scale ad monetization for large language models, attracting early spending due to a growing audience rich in intent signals. The sustainability of ChatGPT ads in the performance media mix will depend on measurement architecture rather than just audience engagement. Historically, new advertising channels experience initial growth followed by a maturity phase where performance is evaluated against other channels. Successful channels require robust measurement frameworks to justify budget reallocations, as seen with mobile and connected TV.
Read at Marketing Dive
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