If ChatGPT’s move into advertising is to become a durable feature of its business rather than a short-term experiment, much will hinge on whether those ads can prove they drive real outcomes, not just impressions.
Target wants to be among the first to find out.
The retailer is one of the first wave of brands to start testing ads across ChatGPT’s free and Go tiers — a pilot which began on Feb. 9, having been delayed three days by OpenAI. It is promoting both its own business and select partners from its Roundel retail media network. The placements will align with specific keywords in user prompts, an attempt to mirror the intent-driven logic of search while adapting it to a conversational interface. Target did not share how much these placements cost, but Digiday previously reported that approached advertisers confirmed they had been told that the ads would be priced at $60 per 1,000 views.
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