OpenAI ads boss Dave Dugan told Digiday that third-party measurement is “a natural evolution” for the platform, which currently provides bidding and outcome data but no independent verification that an ad reached a real person. Dugan noted that while verification vendors have their own track record of disputed methodologies, OpenAI will “think about what are the most trusted third-party partners that we would look to collaborate with and integrate with,” though he had no names to announce. The company’s ads business has launched in seven markets in just four months, faster than competitors like Google and Meta. Dugan emphasized that because OpenAI’s platform is not search, “the playbook will have to be different” for measuring performance. The article notes that OpenAI has confidentially filed an S-1 form to the U.S. SEC, and that third-party measurement is key to proving to investors that ads work as intended.