Amazon Ads adds ChatGPT inventory to its DSP as conversational media scales

Amazon has announced an agreement with OpenAI to make it easier for advertisers to scale their Amazon Ads campaigns on ChatGPT. Currently in a pilot phase with selected advertisers in the United States, the initiative aims to reach users at the exact moment they are researching, comparing products, or making purchase decisions. Brands such as Delta Vacations have already taken part in preliminary tests to offer travel recommendations through the chat.

“Conversational ads represent the fastest-growing engagement opportunity for brands to reach new and existing audiences”, explained Chris Conetta of Amazon DSP.

“The advertising experience powered by artificial intelligence is not just a vision of what is coming next, but an opportunity for advertisers to connect with relevant users in the places where they spend their time today. With access to ChatGPT ads, advertisers can now extend their campaigns to places where their customers are actively spending time on conversational chat platforms”, he concluded.

Amazon DSP is Amazon’s programmatic buying platform, allowing brands and agencies to automatically buy image, video, and audio ads across third-party websites. With this partnership, ChatGPT joins that inventory of external media placements, sparing advertisers from having to go directly to OpenAI to create campaigns manually: they will manage their ChatGPT ads directly within the Amazon DSP platform they already use regularly, with all the day-to-day workflow advantages that entails.

Beyond what this means from an advertising optimization standpoint, the truth is that this partnership, and Amazon’s interest in including ChatGPT in its inventory of external media placements, represents a major vote of confidence in OpenAI’s AI, at a time when the company is being closely scrutinized by both public opinion and investors alike, including over security concerns, just ahead of its much-anticipated IPO.

Just a few days ago, we told you how ChatGPT Ads has reached the milestone of generating $1 billion in annualized revenue, a remarkable achievement for an advertising business that is less than a year old. According to the company, the advertising platform is available in more than 40 countries and has tens of thousands of advertisers.

Image: In-house creation