OpenAI tests image ads in ChatGPT

OpenAI is adding a visual ad format to ChatGPT. Testing starts later this month in the US with an initial group of advertisers. The ads will run while ChatGPT generates images. They can show product inspiration, a product in use, or the experiences a product makes possible. OpenAI says the ads will be clearly labeled, kept separate from the image the user is creating, and will not influence ChatGPT's answers.

The company says ChatGPT reaches 1.2 billion people a week. It describes advertising as a way to serve a larger market than subscriptions alone can reach.

Measurement. Advertisers can now send conversion data to ChatGPT Ads through integrations with Hightouch, Tealium and LiveRamp. OpenAI also supports Conversions API, reporting and click attribution through partners including AppsFlyer, Adjust, Branch, Singular, Kochava, Triple Whale, Northbeam and DV Rockerbox. Its work on incrementality is in an early stage: OpenAI is running geo-based experiments with Haus, Measured and WorkMagic.

OpenAI shared early results reported by its partners:

• DV Rockerbox says WeightWatchers' attributed cost per acquisition was 15.3% lower than its blended paid-search benchmark.
• WorkMagic found statistically significant lift for wellness brand Dose, with 67% of incremental purchases coming from net-new customers.
• Triple Whale says 93% of Portland Leather's visitors from ChatGPT Ads were new.

OpenAI has not published the methodology behind these figures.

Brand safety. Qualifying advertisers can now use Negative Phrases to set placement rules based on their own brand policies. OpenAI is also piloting brand-suitability evaluations with DoubleVerify and Integral Ad Science. The two firms will review OpenAI's safeguards in a controlled test environment and will not have access to private user conversations.

OpenAI did not give pricing or a timeline for expanding the image ad format beyond the US test.