OpenAI’s advertising measurement system appears to use a cross-site cookie that can link activity on advertiser websites to a person’s ChatGPT account. The cookie, named __obi, is created. At the same time, a user visits ChatGPT and can later be sent back to OpenAI when that user loads sites running OpenAI’s advertising pixel. The mechanism was independently reproduced on a mobile device and observed across 936 advertiser pixels on 1,029 hostnames. It resembles the cross-site conversion tracking used by major ad platforms. However, its connection to an AI service raises new privacy questions. When a user opens ChatGPT, the client generates a random identifier and requests a short-lived signed token from OpenAI’s backend....
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