AI BriefingOpenAI lays groundwork for EU advertising
·2026.05.02 01:04
Key point
OpenAI is preparing a ChatGPT ad measurement pixel aligned with EU regulations.
Details
OpenAI is preparing an EU regulation-compliant conversion tracking pixel to measure the performance of ChatGPT ads.
- The update includes consent management functionality, allowing advertisers to obtain permission before tracking and stop tracking upon withdrawal of consent.
- Specific conversions such as purchases and sign-ups can be excluded from tracking, and a country field has also been added, apparently with jurisdiction-specific data handling in mind.
- The current version only measures last-touch actions, with attribution for view-only ads and longer attribution windows planned for future support.
- Early advertisers didn't have a pixel yet and had to track performance manually, but as rollout progresses, measurement methods are likely to become more standardized.
- The ChatGPT ads pilot will soon expand to Canada, Australia, and New Zealand, and OpenAI is also recruiting for ad teams in London and Tokyo.
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