OpenAI's $25bn ad ambition hits measurement wall

OpenAI's ChatGPT ads are at a $1bn annualized run rate seven months in, but execs project $25bn in ad revenue by year-end and $100bn by 2030, a leap that Digiday's Krystal Scanlon and Tim Peterson say founders on five gaps: measurement and attribution, rigid data terms, thin inventory, a missing long-tail of SMEs, and infrastructure. Ad buyers report committed spend sitting unused for lack of inventory.