OpenAI: ChatGPT Ads Launch in 31 European Countries

OpenAI plans to launch ChatGPT Ads in 31 European countries, marking its largest expansion to date after a pilot initiated in February in the United States and a rollout in eight other markets. Access will initially be through its teams and partners before a self-service mode via Ads Manager is expected this summer. The company claims to reserve ad displays for Free and Go plans, maintain paid subscriptions without ads, and ensure the privacy of conversations.

Measurement, Targeting, and Bidding Already in Place

OpenAI indicates that it has expanded bidding options beyond CPM and CPC to allow for conversion optimization. The company also states that it has introduced geotargeting and custom audiences. On the measurement side, it mentions the OpenAI Pixel, a conversion API, and third-party integrations to go beyond simple click tracking. OpenAI asserts that tens of thousands of marketers have already purchased ads on ChatGPT and that it continues to improve the platform based on feedback.

Ads Limited to Free and Go Offers, Privacy Guaranteed

OpenAI plans to show ads only to users on the Free and Go plans, while keeping Plus, Pro, and Enterprise subscriptions ad-free. The company assures that conversations remain private from advertisers and that it never sells customer data. It specifies that ads are clearly identified, separate from the model's responses, and that their presence does not influence these responses. Users have customization options and can choose paid plans without ads.

Deployment via Partners and Self-Service Expected This Summer

At the European launch, access to ChatGPT Ads will go through OpenAI's advertising solutions team, as well as agency partners and technology partners. A self-service Ads Manager is announced for later this summer.

31 Countries Targeted in Europe, Following a Pilot Launched in February

OpenAI plans to expand ChatGPT Ads to 31 countries in Europe, including Germany, France, Spain, Italy, Sweden, Norway, Denmark, the Netherlands, and Austria, presenting this wave as its largest expansion to date. This move comes after a pilot started in February in the United States and an expansion to eight additional markets over the past six months. The company positions this channel as a way for marketers to engage during the exploration, comparison, decision, and purchase phases. It also links these advertising revenues to maintaining free or low-cost access to ChatGPT and believes it is only at the beginning of its advertising potential, with announced developments on new formats, optimization tools, measurement solutions, and new markets.