OpenAI will expand ChatGPT Ads to 31 European markets on August 24, six months after the company began testing advertisements in the United States.
- OpenAI will expand ChatGPT Ads to 31 European markets on August 24, six months after the company began testing advertisements in the United States.
- The European rollout will add 31 markets to the advertising programme from August 24.
- The company has integrated AppsFlyer for mobile attribution.
The rollout will cover Germany, France, Spain, Italy, Sweden, Norway, Denmark, the Netherlands, Austria, Poland, Ireland and other European markets. The UK became the first European market for ChatGPT Ads in June.
The expansion is the largest geographic rollout of OpenAI‘s advertising service since its launch. OpenAI said tens of thousands of marketers have advertised on ChatGPT during the first six months of the program.
Free And Go Users Will See Ads
Advertisements will appear for users on ChatGPT’s Free and Go plans. Plus, Pro, Business, Enterprise and Education users will not see ads, according to OpenAI.
OpenAI said advertisements will be clearly labelled and displayed separately from ChatGPT’s responses. The company also said advertisers will not have access to users’ conversations.
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→ Submit a Press Release‘Advertising does not influence the answers ChatGPT provides,’ OpenAI said.
The company said users who do not want personalised advertising can choose not to receive it. Those users can still see contextual advertising unless they use an ad-free paid plan.
UK Was First European Market
OpenAI introduced ChatGPT Ads in the UK in June after the US test began in February.
The company has since expanded the service to Canada, Australia, New Zealand, Mexico, Brazil, Japan and South Korea. The European rollout will add 31 markets to the advertising programme from August 24.
Advertisers can initially purchase campaigns through OpenAI’s Ads Solutions team, agency partners and technology partners. OpenAI said self-service access through Ads Manager will become available in Europe later this summer.
The advertising platform supports cost-per-click and cost-per-thousand-impression campaigns. OpenAI has also introduced conversion optimisation and audience-targeting options.
OpenAI Adds Advertising Measurement
OpenAI has expanded the measurement tools available to advertisers as the service has moved into more markets.
The company has integrated AppsFlyer for mobile attribution. More than 40 brands have tested tools that measure app installs, in-app purchases and subscriptions linked to ChatGPT advertising, according to the company.
The system allows advertisers to assess activity after a user sees or interacts with an advertisement.
OpenAI has also introduced its own measurement tools, including the OpenAI Pixel and Conversions API.
European Ads Will Use Contextual Targeting
OpenAI said advertising in Europe will initially use contextual targeting rather than information from users’ previous conversations or stored memories.
The system can use the current conversation topic, approximate location, device type, time of day and language, according to OpenAI. Past chats and stored memories will not be used for ad targeting at launch.
Personalised advertising will require users to opt in, according to OpenAI’s stated European approach.
The policy reflects the requirements of the European Union’s General Data Protection Regulation, which places restrictions on the processing of personal data and requires a legal basis for such processing.
Dave Dugan, OpenAI’s vice president of ads, said European markets required different approaches.
‘There’s no such thing as a one-size-fits-all European audience,’ Dugan said.
OpenAI Expands Its Advertising Business
OpenAI began testing advertisements on February 9 with logged-in adult users on its Free and Go plans in the United States.
The company has since expanded the programme beyond the US. The August 24 rollout will bring ChatGPT Ads to 31 European markets, including several of the continent’s largest advertising economies.
OpenAI is also developing the commercial infrastructure around the service. Advertisers can use different bidding models, audience targeting and conversion measurement tools.
The company has told investors it expects to reach $100 billion in annual revenue within four years, according to industry reporting. The target covers OpenAI’s broader business rather than ChatGPT advertising alone.
The European rollout will give OpenAI’s advertising business access to a larger international audience after six months of testing and expansion.
For users on Free and Go plans, advertisements will become part of the ChatGPT interface from August 24 in the newly covered European markets.
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