Performance Marketing Strategies
OpenAI may be telling marketers to treat ChatGPT as a test channel rather than a performance one but its partner deals, tech builds and measurement moves tell a different story about the advertiser it actually wants.
The latest is a deal with commerce media platform Skai, according to two sources with knowledge of it.
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OpenAI has switched on cost-per-action ads inside its ads manager, Digiday has learned.
The feature, which is currently available to select advertisers only, lets them pay for ads in ChatGPT only when a user takes a specific action, whether that’s clicking through to a site, signing up or making a purchase. Until now, advertisers have had to pay for every thousand impressions or click regardless of what happens next.
The move was teased three weeks ago by OpenAI’s head of monetization Asad Awan, who said during a press briefing that bidding on outcomes and conversions was “in the plan”, and “should be done soon”. That confirmed Digiday’s reporting, which cited labelling in the OpenAI ad manager that suggested the feature was in development.
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