OpenAI expands ChatGPT ads with new visual format and full measurement partner ecosystem
On October 5, OpenAI detailed major updates to its ChatGPT ads platform, including a new visual ad format shown during image generation and a full measurement partner ecosystem spanning Hightouch/Tealium/LiveRamp, AppsFlyer/Adjust and DV/IAS brand suitability.
On October 5, OpenAI detailed major updates to its ChatGPT ads platform across three areas: ad formats, measurement tooling and brand safety. OpenAI says ChatGPT now reaches 1.2 billion people weekly and is the world's largest AI-native consumer platform, framing the update as groundwork for broader, higher-quality advertising experiences.
In the image generation flow, OpenAI introduced a visual ad format that surfaces as a clearly labeled, separate element and does not influence ChatGPT's answers. The test will run for Free and Go plan users, starting later this month in the US with a set of launch advertisers. OpenAI reiterated three advertising principles: ChatGPT answers remain independent, conversations remain private, and users stay in control of their experience.
On measurement, OpenAI brought in three categories of partners: data integrations Hightouch, Tealium and LiveRamp for conversion data ingestion; attribution partners AppsFlyer, Triple Whale, Adjust, DV Rockerbox, Northbeam, Branch, Singular, Kochava, Airbridge and Tenjin; and incrementality partners Haus, Measured and WorkMagic. Early partner data shows WeightWatchers achieved a 15.3% lower attribution CPA than paid-search benchmarks via DV Rockerbox, Dose reported 67% incremental purchases from net-new customers via WorkMagic, and Portland Leather measured 93% of ChatGPT Ads visitors as new via Triple Whale.
On brand safety, OpenAI has opened the Negative Phrases feature to qualifying advertisers and is partnering with DoubleVerify and Integral Ad Science on brand suitability pilots. Third-party independent evaluations run in controlled test environments without access to real user conversations.