ChatGPT serves ads. Here's the full attribution loop

OpenAI has implemented a sophisticated ad attribution system in ChatGPT that injects contextually-targeted advertisements directly into conversations and tracks user behavior across merchant sites using encrypted tokens and a proprietary SDK, creating a new revenue stream that requires IT organizations to understand the tracking mechanisms and potential security implications. This represents a significant shift in how generative AI platforms monetize user interactions and introduces new considerations around data flows, third-party integrations, and user privacy that CIOs must account for in their enterprise deployments. Organizations adopting ChatGPT at scale need to understand these ad-serving and tracking capabilities when evaluating security, compliance, and data governance policies.