OpenAI: Visual Ads and New Partners for ChatGPT

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Key Takeaways

1OpenAI will launch visual ads alongside generated images in ChatGPT, starting in the United States and as early as this month

2The company is expanding its advertising measurement tools and integrating new specialized partners

3Brand relevance evaluation pilots are in development

4Ultimately, targeting could reach up to 1.2 billion weekly users

💡Why it matters — OpenAI is structuring an ambitious advertising model for ChatGPT, combining visual formats and advanced measurement devices, with a view towards global deployment.

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OpenAI plans to display visual advertisements alongside generated images in ChatGPT, starting in the United States and as early as this month. The company states that these ads will be clearly marked and will not affect the responses. At the same time, new measurement partners and brand relevance pilots are being activated, with the ambition to eventually enable targeting up to 1.2 billion weekly users once global deployment is completed.

Enhanced Advertising Measurement and Ongoing Relevance Pilots

OpenAI is expanding its advertising measurement tools and partner network. The ecosystem now includes click attribution solutions such as AppsFlyer, Triple Whale, Adjust, DV Rockerbox, Northbeam, Branch, Singular, Kochava, Airbridge, and Tenjin. For advanced measurement across the entire funnel, OpenAI relies on Fospha, Measured, and INCRMNTAL. The company has also partnered with Haus, Measured, and WorkMagic to explore location-based advertising experiences. Relevance assessment pilots are being developed with DoubleVerify and Integral Ad Science. The stated goal is to enable advertisers to target up to 1.2 billion weekly ChatGPT users once global deployment is completed.

Visual Ads Next to Generated Images, US First

OpenAI will introduce visual advertisements that will appear next to generated images in ChatGPT. Their deployment is announced for the end of the month and will initially target US users. These ads will showcase products and services from a selected panel of advertisers for this test. According to OpenAI, they will be explicitly marked and will not alter the responses generated by ChatGPT.

Gradual Monetization and Competitive Context

OpenAI had already introduced ads earlier this year to support its free and low-cost offerings, then expanded them to India in August. This new step aims to attract advertisers interested in more visual formats to reach their potential customers. This development comes as Meta has launched Muse, a free agentic AI application that competes with major AI chatbots, including ChatGPT.

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