ChatGPT has officially entered the advertising business. But launching ads is the easy part. In this episode of Inside the Stack, Mary Gabrielyan, Chief Strategy Officer at AI Digital, explains why measurement, attribution and transparency remain the biggest challenge for determining whether ChatGPT becomes a meaningful media channel. She also shares why ChatGPT ads are likely to be contextual, intent-based, and performance-driven. The episode also dives into what the rise of another walled garden means for marketers, the Open Garden approach, why Google may still have the edge and why AI still needs human judgment.