GrubHub and 40 Other Brands Test In-App Measurement in ChatGPT Ads

OpenAI is integrating with AppsFlyer, a mobile attribution and marketing analytics platform, to bring in-app measurement to ChatGPT ads, giving brands visibility into installs, in-app purchases, and subscriptions. GrubHub and over 40 brands across ecommerce, food delivery, and ride-sharing have tested the integration for four weeks. GrubHub, which joined the ChatGPT ads pilot in February, previously had a limited view of conversions and attribution, according to Brian Ryu, VP of growth and paid media at GrubHub.

OpenAI is integrating with AppsFlyer, a mobile attribution and marketing analytics platform, to bring in-app measurement to ChatGPT ads, giving brands visibility into installs, in-app purchases, and subscriptions via AppsFlyer, the companies shared with ADWEEK exclusively. GrubHub and over 40 brands spanning ecommerce, food delivery, and ride-sharing categories have been testing this integration for the last four weeks. GrubHub has been in the ChatGPT ads pilot since February, when OpenAI opened it to advertisers, but had only a “limited picture” on metrics like conversions and attribution, and was “missing a huge chunk of what was happening before,” vp of growth, paid media, Brian Ryu told ADWEEK. UNLOCK FULL ACCESS Subscribe and get full access to the news, insights, and expertise that keep industry professionals ahead of the curve. VIEW ALL SUBSCRIPTION OPTIONS /subscription/