Measurement & attribution transparency risk

Cross-platform mismatches persist. Incrementality testing framework (70.4% confidence, 41.6% waste). ChatGPT Ads adds conversion bidding and AppsFlyer/Adjust. CTM's native OpenAI Ads integration live, closing attribution gap. OpenAI testing AI agent landing pages (click-to-conversation) complicates attribution. Google AI Max at 500K advertisers with 15% conversion lift reinforces shift to conversion value KPI. Meta reporting breakdowns going dark in August 2026 changelog further complicates cross-platform measurement. New: AdExchanger analysis of ChatGPT Ads highlights measurement gaps and positions it as intent-driven search rather than display replacement — key client expectation-setting talking point.