OpenAI moves to make ChatGPT ads more measurable — and more visual

First there’s the ad format.

For the past seven months, advertisers have been working with a relatively simple ad format which includes the advertiser name, logo, headline, description, landing page and image. But later this month, OpenAI is planning to start testing image ads in the U.S.

The initial test will run during image generation, with ads clearly labeled and kept separate from the images ChatGPT creates. The idea is to give advertisers another way to show people what a product or service could actually look like, rather than solely relying on a text ad.

Next, is OpenAI’s measurement update. 

As Digiday recently reported, measurement is one of key pieces OpenAI needs to unlock bigger ad budgets. Without the ability to connect ChatGPT campaigns to outcomes, advertisers are likely to stick to contained test budgets. 

To do so, OpenAI is now expanding its in-house tools and partner integrations so advertisers can use tools they already rely on to assess web and app outcomes, such as results beyond the last click. Geo-based incrementality, for now, is still in early experimentation.

And then there’s brand suitability.

OpenAI is working with DoubleVerify and Integral Ad Science on pilots to evaluate brand suitability in controlled testing environments. But in the spirit of privacy, the platform said those pilots won’t give DoubleVerify or Integral Ad Science access to real user conversations.