{"id":128950,"date":"2026-08-04T10:36:12","date_gmt":"2026-08-04T10:36:12","guid":{"rendered":"https:\/\/www.europesays.com\/ai\/128950\/"},"modified":"2026-08-04T10:36:12","modified_gmt":"2026-08-04T10:36:12","slug":"grubhub-and-40-other-brands-test-in-app-measurement-in-chatgpt-ads","status":"publish","type":"post","link":"https:\/\/www.europesays.com\/ai\/128950\/","title":{"rendered":"GrubHub and 40 Other Brands Test In-App Measurement in ChatGPT Ads"},"content":{"rendered":"

GrubHub and over 40 brands spanning ecommerce, food delivery, and ride-sharing categories have been testing this integration for the last four weeks. <\/p>\n

GrubHub has been in the ChatGPT ads pilot since February, when OpenAI opened it to advertisers, but had only a \u201climited picture\u201d on metrics like conversions and attribution, and was \u201cmissing a huge chunk of what was happening before,\u201d vp of growth, paid media, Brian Ryu told ADWEEK.\u00a0<\/p>\n

The limited performance data is reflected in the brand\u2019s ad spend commitment, which has been \u201cmeaningfully lower\u201d than other search platforms, Ryu said. <\/p>\n

In February, advertisers could only enter a destination URL\u2014such as a website\u2014on ChatGPT\u2019s ads manager,<\/a> along with campaign objectives like reach or clicks.\u00a0<\/p>\n

\u201cThere was no app install or app advertising product for OpenAI at the time,\u201d Brian Quinn, president and general manager, AppsFlyer, told ADWEEK.\u00a0<\/p>\n

For a business like GrubHub, where a core part of revenue comes from mobile apps, that meant advertisers were \u201ceffectively only able to advertise on OpenAI to drive people to a website,\u201d Quinn said. \u00a0<\/p>\n

By integrating into OpenAI\u2019s conversion API<\/a>, AppsFlyer now lets advertisers attach an AppsFlyer deep link\u2014a link that routes a person to a specific page inside a website or a mobile app, rather than to a homepage\u2014to their ChatGPT campaigns.\u00a0<\/p>\n

\u201cAll of a sudden, now a brand has the ability to drive customers to the web or to an app, and they can measure app installs, in-app purchases, subscriptions, deposits,\u201d Quinn said.\u00a0 \u201cAnything that you do in an app that the business deems important can now be tied back to the OpenAI paid media campaign.\u201d<\/p>\n

The food delivery app began buying its ChatGPT ad campaigns with CPM bidding and recently moved to conversion-based bidding.\u00a0<\/p>\n

The in-app integration spans several markets including the U.S., China, India, EMEA, New Zealand and Australia.<\/p>\n

\"OpenAI<\/a> <\/p>\n

Quinn would not share specific performance data. OpenAI declined to comment on the story.\u00a0<\/p>\n

ChatGPT, which has crossed 1 billion active users worldwide per Sensor Tower, is seeking new revenue streams ahead of a possible public listing<\/a>.\u00a0<\/p>\n

This is the latest sign of OpenAI aggressively working to hit $2.3 billion in ad revenue this year, and $100 billion by 2030. That goal has drawn skepticism from industry analysts, who point to gaps<\/a> in how OpenAI\u2019s ad tools measure results and hesitancy among advertisers to commit larger budgets without proof that ads are working, ADWEEK previously reported. \u00a0<\/p>\n

The integration also marks OpenAI\u2019s latest ad tech partnership: Adobe<\/a>, Criteo<\/a>, StackAdapt<\/a>, Kargo, LiveRamp<\/a>, and PacVue are others. Google has certified at least 1,100<\/a> adtech partners over the past 20 years, and Meta has certified over 1,000<\/a> in the past decade.\u00a0<\/p>\n

\u201cOpenAI can eventually get to parity [with Google and Meta] in terms of adtech partnerships if they want,\u201d said Nate Elliot, principal analyst, AI, Emarketer.\u00a0\u201cBut it\u2019ll take time\u2014and given the company\u2019s burn rate, impending IPO, and astoundingly aggressive ad sales targets, time seems to be the one thing they don\u2019t have.\u201d\u00a0<\/p>\n

\"ChatGPT<\/a> <\/p>\n

Via AppsFlyer, GrubHub is testing acquisition-oriented campaigns, aiming to drive orders and account sign-ups on both its app and web interface. Ryu declined to share specific performance metrics, saying that it\u2019s too early to draw meaningful conclusions.\u00a0<\/p>\n

Still, he noted that having some level of understanding of how consumers interact with its ads, and what that translates to on the app, closes \u201ca huge blind spot.\u201d<\/p>\n

GrubHub sees a large portion of its search volume coming from non-branded searches\u2013people that are not expressly searching for Grubhub, but are generally seeking out adjacent topics like food delivery or food items.\u00a0<\/p>\n

\u201cFrom a sheer volume perspective, we see a lot more search behavior going to places like ChatGPT and leaning more towards discovery,\u201d he said.\u00a0<\/p>\n

If its ChatGPT ads performance, especially after the AppsFlyer integration, moves the needle down the funnel and drives performance, Ryu said Grubhub \u201cwill scale up [its ad spend].\u201d\u00a0<\/p>\n

\"The<\/a> <\/p>\n","protected":false},"excerpt":{"rendered":"GrubHub and over 40 brands spanning ecommerce, food delivery, and ride-sharing categories have been testing this integration for…\n","protected":false},"author":2,"featured_media":128951,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7],"tags":[12981,25,580,1367,157,13033],"class_list":["post-128950","post","type-post","status-publish","format-standard","has-post-thumbnail","category-openai","tag-advertising-news","tag-artificial-intelligence","tag-chatgpt","tag-exclusive","tag-openai","tag-premium"],"_links":{"self":[{"href":"https:\/\/www.europesays.com\/ai\/wp-json\/wp\/v2\/posts\/128950","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.europesays.com\/ai\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.europesays.com\/ai\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/ai\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/ai\/wp-json\/wp\/v2\/comments?post=128950"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/ai\/wp-json\/wp\/v2\/posts\/128950\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/ai\/wp-json\/wp\/v2\/media\/128951"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/ai\/wp-json\/wp\/v2\/media?parent=128950"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/ai\/wp-json\/wp\/v2\/categories?post=128950"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/ai\/wp-json\/wp\/v2\/tags?post=128950"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}