Observed Signal · Sep 16, 2026 · Market Signal · Source: Branch · Impact: 4/5
Branch Launches New Blog Post: How To Simplify Attribution With AI Data Analysis
Branch published a new blog post titled 'How To Simplify Attribution With AI Data Analysis', highlighting how AI tools can help marketers answer exploratory, diagnostic, comparative, and benchmarking queries about their attribution data.
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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.
OpenAI Enhances ChatGPT Ads with Image Formats and Measurement
AdTech news this week highlights Google Ads updates and OpenAI's ChatGPT ad platform. Google Ads introduces channel prioritization and budget allocation for Search, Shopping, Performance Max, and Demand Gen, ending Search with Display Network spend allocation in February 2027. ChatGPT Ads expanded to 89 countries, exceeding 100,000 advertisers. However, a new study from Frankfurt School and WU Vienna analyzing 1,898 online shops found that ChatGPT ads return only $0.52 per dollar spent, versus $3.40 for Google Search Ads, with conversion rates of 0.37% vs. 1.17%. 82% of analyzed advertisers saw no purchases from ChatGPT ads. High invalid click rates and low CPCs deter major budgets, and OpenAI likely misses its $2.4B 2026 ad revenue target. Despite this, OpenAI reports recent performance improvements and tests new ad formats.
TikTok Attribution Source Optimization Aligns Measurement and Bidding
TikTok introduces Attribution Source Optimization for app advertisers, allowing them to select their preferred attribution source (e.g., MMP) to inform campaign optimization. This addresses discrepancies between platform and MMP reporting by aligning measurement and bidding signals. Features include support for Adjust, AppsFlyer, Singular, and upcoming integrations with Airbridge, Branch, Kochava, and Tenjin. Alpha testing with iOS gaming app That's My Seat showed an 18% lift in Day 0 tROAS and 15% increase in billing ratio. The move aims to give advertisers more control as AI-driven automation increases, ensuring optimization uses the same conversion signals marketers trust for performance evaluation.
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