OpenAI introduces visual ad format in ChatGPT with expanded measurement tools

OpenAI is introducing a new visual ad format in ChatGPT, alongside expanded measurement tools and brand suitability partnerships. With 1.2 billion weekly users, ChatGPT is positioned as the world’s largest AI-native consumer platform, offering businesses a new channel to reach people during decision-making moments.

Visual Ad Format

The new format uses images to show product inspiration, usage, or experiences, helping users discover brands and understand offerings. Initially, these ads will appear during image generation in ChatGPT. They will be clearly labeled and kept separate from the generated image, ensuring that advertising does not influence ChatGPT’s answers. Testing begins later this month in the US.

Measurement and Partnerships

OpenAI is expanding its measurement ecosystem to support both in-house and partner-led solutions. New integrations with Hightouch, Tealium, and LiveRamp allow advertisers to send conversion data from existing systems. The platform now supports leading attribution partners including AppsFlyer, Triple Whale, Adjust, DV Rockerbox, Northbeam, Branch, Singular, Kochava, Airbridge, and Tenjin.

Early partner findings highlight strong performance:

• DV Rockerbox reported that WeightWatchers’ attributed cost per acquisition on ChatGPT Ads was 15.3% lower than its blended paid-search benchmark.
• WorkMagic found statistically significant lift for wellness brand Dose, with 67% of incremental purchases from net-new customers.
• Triple Whale noted that 93% of Portland Leather’s visitors from ChatGPT Ads were new.

Brand Suitability and Safety

To build advertiser confidence, OpenAI is developing brand suitability evaluation pilots with DoubleVerify (DV) and Integral Ad Science (IAS). These independent partners will assess how OpenAI’s safeguards perform in a controlled environment without accessing private user conversations. The platform also offers Negative Phrases for qualifying advertisers to meet narrow placement requirements. Automated review and human oversight continue to monitor for policy violations.