Starting August 24, OpenAI is expanding advertising in ChatGPT to Europe. Ads will appear in more than 30 countries, including Germany, France, Spain, Italy, the Netherlands, Sweden, and other GEOs.
Before this, ads in ChatGPT were tested in the United States and later launched in several other countries. OpenAI has now reached the major European market.
The main feature of ChatGPT Ads — ads appear directly during a conversation with the chatbot. For example, a person asks for help choosing a laptop, finding a language learning service, or planning a trip. An ad block related to the request may appear below the ChatGPT response.
Ads are always separated from the main response and labeled as sponsored. They are currently shown to Free and Go plan users. There are no ads on Plus, Pro, Business, Enterprise, and Edu.
Source: openai.com
How to launch ads in ChatGPT
During the initial tests, access was mainly provided to large advertisers. OpenAI is now gradually opening Ads Manager Beta, where campaigns can be launched independently.
Two main buying models are currently available:
For CPC campaigns, OpenAI recommends initially targeting a bid of $3–5 per click. But this is not a fixed price: ads participate in an auction, so the actual cost per click may be different.
Ads in ChatGPT can also be launched through OpenAI partners. These include Adobe, Criteo, StackAdapt, and other advertising platforms.
How to track results
For this purpose, OpenAI already has its own Pixel and Conversions API. They are used to connect ads in ChatGPT with actions on the website and see how many clicks ultimately generated registrations, applications, or purchases.
For mobile apps, integrations with AppsFlyer and Adjust are available.
But there is still little data available to evaluate the new traffic source. It is not yet possible to say with confidence how much a click or conversion will cost on average in different niches and which formats will work better. Such statistics will appear when more advertisers enter ChatGPT Ads.
What this means for media buyers
For now, ChatGPT Ads should be viewed more as a new source for testing rather than a ready-made replacement for Google or Meta. There are still no reliable statistics for Europe on traffic costs and conversions, while access to Ads Manager is being opened gradually.
But the format itself is interesting: ads appear at the moment when a person is already searching for, choosing, or comparing something. For e-commerce, SaaS, travel, education, and other niches with clear demand, this could generate good traffic.
