OpenAI has quietly turned on a conversion tracking pixel for select ChatGPT advertisers, giving LLM ad buyers their first real attribution signal beyond impressions and clicks. The move puts OpenAI on the same structural path Meta and Google walked a decade ago, with all the measurement trade-offs that came with it.
New industry data shows 53% of marketers now use media mix modeling and 67% plan to increase investment - while multi-touch attribution faces an existential crisis from signal loss. Here's where MMM fits in the modern measurement stack, what's driving the shift, and what still needs fixing.
Google's new Scenario Planner gives marketers a code-free interface to test budget allocations and view real-time ROI estimates on top of its Meridian MMM. Nearly 40% of marketers struggle to connect MMM outputs to business decisions - this tool aims to close that gap.
Backed by 33 companies including Google, Meta, Amazon Ads, and Unilever, Project Eidos is the industry's most ambitious attempt to fix fragmented measurement. The accompanying State of Data 2026 report finds 60-75% of advanced measurement users say current tools fall short.