OpenAI adds product feed and attribution tools to make ChatGPT Ads more useful for performance advertisers.
OpenAI is expanding ChatGPT Ads with tools that make the platform more useful for performance advertisers.
The company already supports product feed campaigns, allowing retailers to upload catalogs and create ads from product data. Reports now suggest OpenAI is using those feeds to display product carousel ads at the bottom of ChatGPT conversations.
The reported carousel format shows multiple products from a single retailer, giving advertisers a more shoppable ad experience than a single-product placement.
OpenAI also supports mobile measurement partner integrations, including AppsFlyer, allowing advertisers to connect ChatGPT Ads with app attribution workflows.
That means app marketers can track outcomes such as installs, purchases and subscriptions and compare ChatGPT Ads with other acquisition channels.
The updates give OpenAI two important building blocks for performance advertising: catalog-based ad creation and conversion measurement.
Advertiser control remains an important question. If OpenAI decides whether to show a single product or carousel, marketers will need clearer reporting on format selection, product performance and optimization controls.
Scale is another test. Better formats and attribution make ChatGPT Ads easier to trial, but advertisers will still need proof that the platform can deliver enough conversions at competitive costs.
The move shows OpenAI building the infrastructure needed to compete for ad budgets beyond brand awareness, especially as retailers and app marketers prepare for high-volume shopping periods.
