Adjust vs Branch

Implementing Pixel and CAPI for ChatGPT Ads Tracking

This German article from performance marketing agency adseed provides a comprehensive guide to setting up conversion tracking for ChatGPT Ads, OpenAI's new advertising platform. It details implementing the OpenAI Measurement Pixel client-side, defining relevant conversion events, and integrating server-side tracking via the Conversions API (CAPI). The guide emphasizes the importance of consent management for GDPR compliance, deduplication of events when using both Pixel and CAPI, maintaining click attribution (oppref parameter), and using UTM parameters for analytics. It also covers advanced matching with hashed first-party data, differences for mobile app tracking through MMPs, and a pre-launch testing checklist to ensure data reliability. The article concludes that professional ChatGPT Ads tracking requires a robust setup beyond just placing a pixel.

• OpenAI provides a Measurement Pixel for browser-based tracking of ChatGPT Ads.
• OpenAI also offers a Conversions API (CAPI) for server-side event transmission.
• OpenAI recommends combining Pixel and CAPI for robust tracking.

Programmatic DOOH and Agentic AI Transform Saudi Advertising

Saudi Arabia's advertising market is entering a 'fourth stage' where programmatic Digital Out-of-Home (pDOOH), Connected TV (CTV), and agentic (autonomous) AI lead generation converge with mobile measurement telemetry. Driven by Saudi Vision 2030 infrastructure investments and rising digital CPA and fraud concerns, marketers are shifting toward CFO-aligned unit economics (Cost Per Qualified Lead, deterministic attribution). The report cites national telecom deployments (SAR 35 billion), a projected $52.5 billion programmatic market by 2030 (18% CAGR), increased digital share of OOH, and integrations with Mobile Measurement Partners (AppsFlyer, Adjust) to link physical exposures to verified digital conversions. Danish Hussain of CLICK TOG is quoted outlining the model and the firm's advisory role.

• Saudi programmatic advertising market projected to reach $52.5 billion by 2030 at an 18% CAGR.
• Telecom infrastructure deployments in Saudi Arabia exceed SAR 35 billion, including nationwide 5G and gigabit fiber.
• Digital formats account for 54.83% of Saudi Arabia's total out-of-home market share; programmatic outdoor inventory is expanding toward 30% of digital screen transactions.

AdTech Losing the Argument Against Apple

Paul Evans, a columnist, analyzes the ongoing battle between Apple and the AdTech industry. The article argues that the industry is losing the argument, despite having a strong case to make. It highlights the perceived unfairness of Apple's privacy measures, which have a disproportionate impact on third-party ad tech, and suggests the industry has failed to effectively communicate its value proposition to consumers, regulators, and the broader public. This loss of narrative is leading to regulatory and reputational headwinds for the digital advertising sector.

• The article argues the AdTech industry is losing the argument or narrative against Apple's privacy-focused stance.
• It critiques 'legitimate interest' practices used by many AdTech vendors as part of the IAB TCF framework.
• The article highlights the complexity and data-hungry nature of the AdTech ecosystem as a liability in the public discourse.

Branch Brings Paid and Organic ChatGPT Measurement Together

Branch now supports advertising on ChatGPT Ads through its Conversions API (CAPI) integration, giving marketing teams a way to attribute engagements across app, mobile web, desktop, and offline.

Branch Expands AI Measurement With ChatGPT Ads Attribution Across App, Web and Desktop

New support helps advertisers connect paid ChatGPT Ads campaigns with organic AI traffic and every other customer acquisition channel.