TLDR Tech / Marketing
LLM ads raise concerns: Experts discuss measurement and brand safety risks
AI search ads will expand quickly but lack clear measurement and brand safety standards, which raises risks for marketers. Platforms like OpenAI and Google are testing ads, but early ROI data will be limited and controlled by the platforms. Experts recommend a “trust but verify” approach as marketers wait for better metrics and third-party validation. There are also significant brand safety concerns due to sensitive topics, misinformation, and the personal nature of chatbot conversations. Performance measurement may shift away from clicks toward actions like being recommended or chosen, though early tests show that clickthrough rates lag behind traditional search.
Read the full story