Category: In the News

Advertisers treated OpenAI’s ad pilot like a bet on the future. The question now is how long they’re willing to wait for it to pay off.

So far, it has not been an easy wait. Since the pilot launched in February, advertisers have reported chronic underdelivery — campaigns falling well short of their targeted impressions, leaving budgets unspent and results hard to justify, according to several ad execs, who all asked to remain anonymous due to the sensitivities around the test. 

One of them spent just $2,500 of a $250,000 commitment over four weeks, receiving 200 clients in the process. The others described similar experiences, with another agency exec saying that when their first ads went live in February, almost nothing happened for close to a month. The inventory was, to put it plainly, barely there. 

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Omnicom’s drive to “reduce middlemen” is showing up in how its agencies talk to publishers – albeit mostly behind closed doors. 

Buyers within the Omnicom holding group are being “heavily encouraged” to route more spend directly to publishers, rather than through layers of ad tech, according to two supply-side sources with knowledge of the situation. 

That kind of rhetoric isn’t wholly new to publishers, who have heard versions of “we’re trying to put more money your way” for years. What has changed, according to an exec, is the candor: they had “never heard an agency so openly admit” it is actively steering away from parts of the ad tech chain, before.

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