OpenAI detailed a set of updates to its advertising offering on Tuesday, rolling out a new visual ad format and expanded measurement integrations for ChatGPT Ads. The company said ChatGPT reaches 1.2 billion people weekly and framed these changes as steps to help advertisers bring products to life inside conversations while preserving user privacy and response independence.
The headline addition is an image-based ad format intended to show product inspiration, usage examples and the kinds of experiences a product enables. OpenAI described the creative as a way for brands to present visual storytelling inside the ChatGPT experience so users can better imagine how products or services fit into their lives. Visual ads will initially be tested during image generation sessions in ChatGPT, the company said, and the ads will be clearly labeled and kept separate from user-created images. Testing will begin later this month in the United States with an initial group of advertisers.
OpenAI emphasized that advertising content will not influence ChatGPT’s responses and that placements are governed by the platform’s ad principles. Those principles, the company said, are intended to keep answers independent, maintain conversation privacy and let users control their experience. To reduce the chance of unsuitable placements, OpenAI is applying placement guardrails to assess whether a conversation is appropriate for advertising and to keep ads out of emotionally vulnerable or otherwise sensitive contexts.
To give advertisers established measurement options, OpenAI expanded integrations with customer data platforms and a broad set of attribution partners. The company highlighted integrations with Hightouch, Tealium and LiveRamp for routing conversion data into ChatGPT Ads. It also listed attribution partners that facilitate Conversions API, reporting and click attribution across web and app contexts, including AppsFlyer, Triple Whale, Adjust, DV Rockerbox, Northbeam, Branch, Singular, Kochava, Airbridge and Tenjin.
For full-funnel and advanced measurement, OpenAI named partners such as Fospha, Measured and INCRMNTAL. The company said it is exploring incrementality measurement using geo-based experiments and has partnered with Haus, Measured and WorkMagic to develop those early approaches. OpenAI characterized its work on incrementality as early-stage and framed these integrations as a way for advertisers to measure impact using systems they already rely on.
OpenAI’s announcement included performance details reported by measurement partners. According to the company, DV Rockerbox found WeightWatchers’ attributed cost per acquisition from ChatGPT Ads was 15.3% lower than its blended paid-search benchmark. WorkMagic reported statistically significant lift for wellness brand Dose, with 67% of incremental purchases attributed to net-new customers. Triple Whale reported that 93% of Portland Leather’s visitors from ChatGPT Ads were new. OpenAI presented these partner results as indicative of early advertiser outcomes rather than as comprehensive platform performance claims.
On brand safety and transparency, OpenAI described a layered approach of automated review, human oversight and ongoing monitoring to detect policy violations and refine safeguards. For advertisers with specific placement needs, a Negative Phrases feature is available to qualifying advertisers to further narrow where ads may appear. To improve independent assessment of brand suitability without exposing private conversations, OpenAI said it is running evaluation pilots with DoubleVerify and Integral Ad Science. These pilots are designed to let third parties assess how brand safety standards are applied in a controlled environment without accessing user conversations.
Taken together, the new visual format, expanded measurement options and brand suitability pilots aim to lower friction for advertisers testing ChatGPT as a channel. By supporting common attribution partners and customer data integrations, OpenAI intends to let advertisers use familiar tools to evaluate performance while maintaining privacy protections for conversational data.
OpenAI said it will continue evolving the ad platform with additional formats and capabilities to help businesses reach customers and measure results. Companies interested in advertising on the platform can sign up at ads.openai.com.
As ChatGPT Ads begin visual testing and broaden measurement partnerships, the company’s updates highlight a balance between offering richer creative options for brands and preserving safeguards meant to protect users and the integrity of conversational responses.
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