OpenAI Will Begin Testing Display Advertising in ChatGPT
OpenAI will begin testing graphical advertising in ChatGPT in the US before the end of the month. For seven months, advertisers worked only with a text format and complained about weak measurability.
OpenAI will begin testing graphical display ads in ChatGPT in the US market at the end of this month. This is the company's first serious response to advertisers' complaints, which since February have centered on the scarcity of formats, weak campaign measurability, and a lack of inventory.
Why Were Advertisers Complaining?
Since ad sales in ChatGPT launched in February, advertisers have repeatedly returned to the same problems:
- the inability to properly measure the effectiveness of ads;
- a lack of ad formats to work with;
- insufficient inventory to place their planned budgets.
The latest package of updates from OpenAI addresses two of these complaints.
What Does the New Format Change?
For seven months, advertisers worked with an extremely simple format. It included the advertiser's name, logo, headline, description, a link to the landing page, and a single image.
Now OpenAI is moving to full-fledged display advertising. Testing will launch in the US before the end of the month. The new format is intended to give brands more visual tools for engaging with audiences inside the chat.
What Does This Mean for the Market?
Advertising in ChatGPT has existed for less than a year, but demand from brands is noticeably outpacing supply. Advertisers are ready to spend more than the platform's current inventory allows.
The expansion of formats is a signal that OpenAI treats the advertising business as a strategic direction, not an experiment. For marketers, the arrival of graphical ads means they will need to develop approaches to creative work and measurement within a new environment — a conversational one.
The question of measurability remains open: the updates concern formats, while advertisers are still waiting for tools to evaluate effectiveness. OpenAI has not yet specified how exactly it will address this need, or when graphical advertising will become available outside the US.
Source: Digiday
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