Digiday Daily

March 10, 2026

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OpenAI may be cosying up to ad tech vendors to get its ads business off the ground, but they’re already a means to an end – the real goal is for OpenAI to own the stack itself.

The company is currently hiring a monetization infrastructure engineer to build its ads systems from the ground up, an engineering manager to lead the team, a product designer to define what advertising looks like inside its AI assistant, a senior manager to own ad revenue accounting and a trust and safety hire dedicated specifically to the ads product – all based at its headquarters in San Francisco, all full time.

TOP STORY

Generative AI

OpenAI is building the ad tech stack it's currently borrowing

Tech companies don’t build out an internal ads org – let alone pay up to $385,000 to do it – if they’re planning to rely on outside vendors forever.

OTHER THINGS TO KNOW

When a campaign has clear goals, impressions are measured accurately and scale is sufficient to generate learnings, effective cross-platform measurement can help marketers turn negative lifts into positives. Partner insights from Cint.
AI exposes where measurement breaks down, where assumptions hide and where decision-making confidence outpaces accurate outputs. It forces marketing organizations to confront a hard reality: Automation magnifies whatever uncertainty already exists.Partner insights from AppsFlyer.
Weather impacts what people try, buy and how they feel. This powers targeting to predict the moments when weather shifts a consumer’s mindset toward purchase, driving sales and long-term growth. Learn more in this video. Partner insights from The Weather Company.

MEDIA & PLATFORMS

Marketing on Platforms

TikTok after the legal fight and why it’s coming for Meta’s ad dollars

With legal issues behind it, TikTok is stepping up marketing and making a stronger play for Meta’s ad budgets.

PARTNER INSIGHTS FROM SEEDTAG

How neuro-contextual intelligence shifts media planning strategies

Audience strategy has historically focused on reaching predefined consumer segments based on assumed traits. Neuro-contextual intelligence helps media planners identify high-intent moments in real time — distinguishing between passive browsing and active consideration.

Zero-click Future

GEO hype busted: How it differs (and how it doesn't) from SEO

GEO is flooding media execs’ inboxes. But SEO veterans say these AI visibility services may not be as revolutionary as they seem.

A MESSAGE FROM DISNEY CAMPAIGN MANAGER

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PARTNER INSIGHTS FROM AMAZON ADS

How brands are bridging the measurement gap between immediate ROI and long-term brand growth

Many marketing activities create value beyond short attribution windows, but advertisers have lacked reliable ways to measure these longer-term effects with the same confidence as short-term metrics.