AI BriefingOpenAI Prepares ChatGPT Ads in the EU
Key point
OpenAI has prepared a consent-managed conversion pixel for ChatGPT ads targeted at the EU.
Details
OpenAI is laying the technical groundwork to run ChatGPT ads in the EU. The conversion tracking pixel update confirmed by Digiday adds a consent management system, allowing advertisers to request users' consent to tracking and stop tracking if consent is withdrawn.
- Advertisers can exclude specific conversion actions, such as purchases or sign-ups, from tracking.
- The pixel also includes a country field, revealing a design tailored to jurisdiction-specific data handling.
- The current version only measures last click, and advanced features like view-through attribution or adjustable attribution windows are not yet on the roadmap.
- Early advertisers had no pixel, so they tracked performance manually with spreadsheets.
Because Europe requires prior consent, this update leans more toward EU regulatory compliance than the US-style opt-out approach. The ChatGPT ads pilot is set to expand soon to Canada, Australia, and New Zealand, and OpenAI is also hiring ad team executives in London and Tokyo.
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