DIGITAL ROUNDUP

OpenAI continues to expand ChatGPT Ads offering

Open AI are making moves, both within their ChatGPT ads feature capability but also with continuous hiring across different functions and regions.

Parity is the best word to describe the current state of ChatGPT ads. Whilst a lot of standard features for targeting and reporting exist today, there are quite a lot of key bits that do not. I recently showcased this in a 101 deck found here. But to show the speed of OpenAI, some of these features flagged in my limitations section are already about to be released or have shown up in beta.

The more public ones sent to all ChatGPT ads advertisers in late July revolve around a few key concepts:

• Conversion campaigns (oCPC): OpenAI clearly states that this is not outcome buying as has been widely reported, but an inferred click, the same technique that both Google & Meta use.
• Pacing fundamentals: Features like the ability to spend evenly throughout a day and over a weekly average, taking another page out of Google's playbook.
• Integration & Matching: The pixel gets an automatic advanced matching feature to match on PII with no code, alongside Mobile App integrations with AppsFlyer and Adjust.

There are some pretty exciting updates still to come, particularly in the measurement and attribution space that I am surprised didn't launch at the start. We have to credit OpenAI for their impressive speed in rolling out feature updates to an ads platform that is currently only available in select geos.

However, rumors of a 3rd party ad network / audience network model, alongside the feeling that pure ad performance still has a long way to go, remain accurate. ChatGPT Ads could be great, but it cannot be proven without more robust measurement and ad capabilities than what exist today.