OpenAI Unveils Visual Ad Format in ChatGPT
OpenAI has introduced a visual ad format in ChatGPT and expanded its measurement tools. Partners include Kochava, DoubleVerify, Kantar, and other ad-tech platforms.
OpenAI has launched a new visual ad format in ChatGPT that allows brands to place images showing examples of product usage. Testing will begin in late January 2026 with a group of US advertisers, targeting users on the Free and Go plans, Marketing Brew reports.
The company clarified that visual ads will be labeled and will remain visually distinct from generated images. The format marks a major expansion of the ad platform following the launch of ChatGPT monetization in the US in February.
Who measures the results
In parallel, OpenAI has expanded its ad-tech partner stack for advertising in the chatbot:
- Kochava — reporting and click attribution;
- Tealium — attribution and analytics;
- Triple Whale — attribution for e-commerce;
- Kantar and Cint — brand resonance measurement pilots;
- Haus and WorkMagic — early incrementality testing;
- Integral Ad Science and DoubleVerify — brand suitability pilots.
The company is also expanding access to the Negative Phrases tool, which blocks ads from appearing on queries brands deem undesirable.
Expansion ahead of an IPO
ChatGPT's advertising business is growing rapidly as OpenAI prepares for a potential IPO. In recent months, the company has:
- launched ads in 31 new countries;
- struck partnerships with Criteo and Pacvue;
- appointed David Dugan as global head of the advertising business;
- opened advertising to regulated verticals, including financial services;
- been testing multiple ad placements within a single response;
- unveiled its own Conversions API and pixel for ChatGPT Ads in May.
What's behind the update
Advertisers have long asked for expanded measurement tools for ChatGPT Ads, the outlet notes. Following the debut of its own Conversions API in May, the company is addressing the demand for third-party integrations and independent attribution. The visual format gives advertisers new inventory — images inside the image generator's responses — and changes how advertising is perceived in a chat interface.
Original: digiday.com
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