If you thought Sam Altman was going to settle for charging you €20 a month for Plus so ChatGPT could summarize the meetings you did not want to attend, you were wrong. Especially considering that some time ago he activated red codea because they were losing money.
The company has just announced the next step in its ad pilot. It has launched ChatGPT Ads so brands have the option to create ads through its partners or through the beta version of its own Ads Manager, where they will be able to launch them themselves. At the end of the article, we will show you how.
Until now, placing ads on ChatGPT was a bit like getting into a VIP room: either you knew the bouncer (OpenAI), or you showed up with one of the big agencies.
OpenAI has launched its own Ads Manager in beta. For now, it is starting to roll out in the United States for companies of all sizes. The idea is simple: you log in, enter your card, upload your creative, and set your budget.
It has also expanded its ecosystem of technology partners by integrating names that will sound very familiar if you work in performance: Adobe, Criteo, Kargo, Pacvue, and StackAdapt.
In the first phase of the pilot, OpenAI operated under the CPM model. But now it has moved toward CPC, as we explained in this article. Why does that matter? Because, according to OpenAI, conversations with ChatGPT are usually action-oriented. The user is comparing options, learning about a category, or deciding what to buy. In that context, a click is a clearer signal of intent than anything else.
Now, advertisers will only pay when the user decides that the link suggested by the AI looks more appealing than the rest of the text.
Another one of advertisers’ complaints, ahem, sorry, “requests for improvement,” was the lack of transparency around what happened after the click. Well, OpenAI has gotten its act together and launched: Conversions API (CAPI), in other words, pixel-based measurement. With this, you will be able to know whether that user who asked ChatGPT a question ended up buying your product, signing up for your newsletter, or completely ignoring it and heading off to scroll TikTok.
OpenAI says that advertisers will receive aggregated data and that no one will see your private conversations.
After all, while on Google you go in to search, on ChatGPT you go in to solve. If advertising manages to integrate itself usefully (and not intrusively) into that problem-solving process, a lot could change. That said, the challenge will be maintaining that sacred balance: keeping ChatGPT’s responses independent while making sure users do not feel like the chatbot is trying to serve them ads every chance it gets.
If you are a brand and want to start promoting your products on ChatGPT and become one of those “early adopters” we love talking about in the marketing world, here is the step-by-step guide to setting up a campaign in the new ChatGPT Ads.
Image: OpenAI
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