Haus Partners with OpenAI to Provide Incrementality Testing and Measurement for ChatGPT Ads

Haus, an analytics and incrementality platform for digital marketers, announced a strategic partnership with OpenAI to enable geo-based incrementality testing for advertisers launching campaigns on ChatGPT Ads. The collaboration gives brand marketers an objective method to measure true incremental lift as commercial ad placements roll out across ChatGPT’s global user base.

Given that ChatGPT has surpassed the milestone of having one billion monthly active users, the need for enterprises to try out the new advertising platform is very high. This will allow marketers to understand how their money spent on advertising can affect the results they get in the chatbot platform.

Establishing Measurable Performance Benchmarks for Conversational AI Ads

As search engines and conversational agents develop innovative visual ad models and interactive sponsored content using AI, the old-fashioned digital ad metrics cannot reliably measure consumer engagement. With the implementation of geo-matching incrementality testing at an early stage in the development of the ad platform, Haus and OpenAI help marketers to understand if their presence in ChatGPT generates incremental sales or conversions.

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Key highlights of the measurement framework include:

• Geo-Based Incrementality Testing: Uses matched market test structures to compare performance across regions exposed to ChatGPT Ads versus unexposed control markets.
• True Lift Measurement: Bypasses legacy click-through and view-through attribution models to isolate incremental business growth generated directly by AI ad placements.
• Data-Backed Campaign Scale: Enables enterprise advertisers to validate ROI and optimize campaign strategies before scaling budget commitments on the platform.

“Haus is partnering with OpenAI to help advertisers run geo-based incrementality tests on ChatGPT Ads. With ChatGPT Ads, advertisers get access to a platform with over one billion monthly active users. Naturally, demand from Haus customers to test ChatGPT Ads has been strong, and we look forward to sharing results. ChatGPT is inventing new ad experiences and formats, which means there's no existing benchmark for how attribution compares to true incremental lift. That makes testing even more important, and we're excited to see the OpenAI team lean into incrementality early.”