Part 2: How (and why) Scorpion Evaluates New Ad Platforms Like ChatGPT

As new ad channels emerge, the pressure to jump in early can be intense. Whether it’s the latest AI tool, a new social platform, or a “first-mover” opportunity, the temptation is always there: get in before the competition.

ChatGPT’s recent move to test ads is a perfect example. It’s high-visibility and high-interest, but not necessarily high-readiness for every advertiser. And that’s exactly why at Scorpion, we apply a consistent, disciplined approach before recommending any new platform to our clients.

We asked Ashlie Kim, SVP of Advertising at Scorpion, how we approach moments like this:

“We always start with a small pilot to understand the mechanics and viability of the platform, in addition to the advertising results. If the results are there, we then explore a potential partnership, agency relationship, and the API capabilities of the platform.”

Even when a platform can technically run ads, that doesn’t mean it’s ready to deliver consistent results. We look beyond surface-level functionality to assess whether it can support scalable campaigns, reliable reporting, and the level of performance our clients expect. Some channels aren’t built for that, at least not yet. Others move quickly once adoption gains momentum.

What goes into our evaluation process

When a new ad platform enters the conversation, we look at three key questions:

1. Does it deliver meaningful performance?
   Before anything else, we want to see whether ads on the platform can drive qualified traffic, leads, and most importantly, revenue. We test with a limited budget to protect client investment.
    

2. Is the channel viable for small and mid-sized businesses?
   It’s one thing for a major brand to experiment. It’s another to know whether a local law firm or home services company can win. We look at platform accessibility, audience targeting, and cost efficiency.
    

3. Can it scale and integrate with the systems our clients use?
   Even if the results look promising, we won’t recommend something we can’t manage effectively. Some platforms don’t yet support multi-location or agency models. Some lack the API access or backend support to automate reporting and optimization.

That’s why it’s critical to evaluate not just the what, but the how.

What this means for ChatGPT and other AI platforms

Right now, ChatGPT is entering that early test phase. The audience is there, and OpenAI is introducing ads with care, but it remains to be seen how ad targeting, creative formats, and performance tracking will work at scale.

It’s too soon to say how strong the opportunity will be. But it’s not too soon to prepare.

We're watching, testing, and we'll be ready to move if and when the results justify it.

In our next post, we’ll explore what this means for a business’s advertising strategy. If you’re thinking about when (or if) you should get involved with ChatGPT ads, we’ll lay out what to look for, what to avoid, and how to maximize your revenue.