ChatGPT image generation turns into ad space as WeightWatchers cites 15.3% lower acquisition cost than search
- OpenAI will test visual display ads during ChatGPT image generation in the US later this month.
- WeightWatchers’ attributed cost per acquisition on ChatGPT Ads came in 15.3% below its blended paid-search benchmark.
- Net-new customers made 67% of wellness brand Dose’s incremental purchases in WorkMagic’s test.
OpenAI is bringing visual display ads to ChatGPT’s image generation. Later this month, testing in the US will commence with an initial group of advertisers.
WeightWatchers’ attributed cost per acquisition was 15.3% below its blended paid-search benchmark on ChatGPT Ads. “We’ll test this new ad format during image generation in ChatGPT,” OpenAI said.
Dose drew 67% of incremental purchases from net-new customers
The company said the ads would be “clearly labeled, and remain separate from the image being created.” Ads don’t change what ChatGPT says.
Advertisers can use the images to show a product, how people use it, or the experience a service offers. Businesses can sign up for ChatGPT ads at ads.openai.com.
One of the three partner results that OpenAI shared was the WeightWatchers number that was measured by DV Rockerbox. WorkMagic’s test showed that the wellness brand Dose saw a statistically significant lift. Net-new customers made up 67% of its incremental purchases.
Triple Whale tracked 93% of ChatGPT Ads visitors to Portland Leather as being new. The company said that ChatGPT now talks to 1.2 billion people every week, up from 900 million in February.
DoubleVerify and Integral Ad Science get no access to private chats
Now that Hightouch, Tealium, and LiveRamp are all integrated, conversion data is easier to bring in. AppsFlyer, Adjust, Branch, Triple Whale, and Kochava are all partners in attribution.
Full-funnel measurement is available from Fospha, Measured, and INCRMNTAL. Haus, Measured, and WorkMagic all do geo-experiments, and advertisers who qualify get a new control called “Negative Phrases.” It’s built for narrow placement rules tied to a brand’s own policies.
OpenAI is still working on brand suitability evaluation pilots that will be run by DoubleVerify and Integral Ad Science. Placement guardrails are meant to keep ads from showing up in conversations that are too sensitive, emotionally vulnerable, or inappropriate for them.
“ChatGPT is creating a fundamentally different advertising environment, where context is defined by the conversation itself rather than a page or video,” DoubleVerify CEO Mark Zagorski said.
OpenAI said that when the safety measures are checked, neither partner sees private user chats. This year, ads were added to ChatGPT to pay for the free and low-cost plans. Trials began in February.
Those trials covered the free tier and the $8 Go plan. Plus, Pro and Enterprise subscribers stayed ad-free, and OpenAI took ads to India in August.
Meta’s free agentic AI app Muse is vying for ChatGPT’s audience.
In August, Cryptopolitan reported that ChatGPT advertising attained a $1 billion annualized run rate in under 200 days.
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FAQs
What kind of ads is OpenAI adding to ChatGPT?
Visual display ads that sit alongside the images ChatGPT generates, kept separate from the image itself.
When and where will the new ads launch?
Testing starts later this month in the US with an initial group of advertisers.
How have ChatGPT ads performed for advertisers so far?
WeightWatchers' attributed cost per acquisition came in 15.3% below its blended paid-search benchmark.
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Randa Moses
Randa Moses is an editor and reporter at Cryptopolitan covering tech, AI, robotics, crypto, scams, and hacks. She has worked in the crypto space since 2017. She held roles at Forward Protocol, AmaZix, and Cryptosomniac. Randa holds a degree in Electrical and Electronics Engineering from the University of Bradford.
