The new display ads appear below the image ChatGPT is generating, either as a carousel or a row of product images.
Source: the-decoder.com
More ways to measure an ad
Advertisers will be able to send conversion data to ChatGPT Ads through Hightouch, Tealium and LiveRamp. OpenAI is also adding attribution services AppsFlyer, Adjust and Branch.
The company is testing geographic experiments with Haus, Measured and WorkMagic to assess ads’ actual impact. In separate pilots with DoubleVerify and Integral Ad Science, it is evaluating the advertising environment without access to users’ real conversations. Some advertisers will also be able to set negative keywords to keep their ads out of unsuitable conversations.
The gap behind the growth target
OpenAI says 1.2 billion people use ChatGPT each week, while about 5% of users were paying for a subscription earlier this year. It expects advertising revenue to reach $100 billion by 2030.
I think the new measurement and exclusion tools address a basic problem for that ambition: advertisers need evidence that ads work and some control over where they show up. But the announcement leaves out the detail that would make the growth target easier to assess: how much of the $1 billion run rate comes from ads, and what share of ChatGPT users actually see them. The loading screen gives OpenAI more room to sell attention; whether that attention is valuable to advertisers is a different question.
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