DoubleVerify (NYSE: DV) announced the launch of attribution measurement for advertising on ChatGPT, allowing advertisers to incorporate ChatGPT Ads as a touchpoint within their broader customer journey tracking, according to a company press release dated Oct. 5, 2026.

The capability is delivered through DV Rockerbox, DoubleVerify's attribution product. Advertisers can evaluate ChatGPT Ads performance alongside other marketing channels, measuring contributions to conversions and return on ad spend.

Weight Watchers used DV Rockerbox to measure ChatGPT Ads performance during a trial period. The company reported that ChatGPT's attributed cost per acquisition came in 15.3% below its established benchmark during the measured period.

"DV Rockerbox helped us put ChatGPT Ads performance into context alongside our existing investments, giving us an encouraging early signal and greater clarity as we evaluate how to scale," said Jake Dmochowski, VP of Growth at Weight Watchers.

Separately, DoubleVerify and OpenAI are developing a brand suitability evaluation pilot intended to allow independent partners to assess brand suitability policies in a controlled testing environment. The companies stated the pilot would operate without accessing private user conversations.

"Conversational environments are fundamentally different because context is dynamic," said Mark Zagorski, CEO of DoubleVerify. "That requires a new approach to brand risk and suitability."

The attribution and brand suitability tools are part of DoubleVerify's DV Media AdVantage Platform.