Integral Ad Science (IAS) will provide third-party brand safety and suitability measurement for ChatGPT Ads, becoming one of the first media quality partners to support the advertising platform. The move comes as conversational interfaces emerge as another channel for brands, creating a need to measure advertising environments beyond the open web, connected TV and social platforms.

The integration will give participating advertisers independent reporting on how their ChatGPT Ads perform against IAS’s brand safety and suitability taxonomy categories. Advertisers will also be able to use the measurement to assess ChatGPT Ads as part of their wider media strategy, and to track brand safety and suitability over time as classification capabilities for AI-based environments develop.

Lidiane Jones, CEO of Integral Ad Science, said sustainable growth in AI advertising depends on a foundation of digital trust. As large language model platforms become essential consumer touchpoints, she noted, robust third-party verification lets marketers engage confidently in AI-native experiences while upholding high standards of brand protection.

The integration is currently in a closed pilot involving a select group of advertisers, with wider availability planned for a later stage. For participating brands, the pilot offers an early independent view of how their ads appear within a new kind of environment, helping them understand how ChatGPT Ads fit into their broader brand protection plans before the wider rollout. As conversational interfaces become another way for brands to reach consumers, third-party measurement of this kind is set to play a growing role in how advertisers evaluate them.