Author: Krystal Scanlon

Since OpenAI started selling ads in ChatGPT in February, advertisers have kept coming back to the same complaints: they can’t measure the ads properly, they don’t have enough formats to work with and there isn’t enough inventory to absorb what they want to spend. OpenAI’s latest round of updates takes aim at two of them.

First there’s the ad format.

For the past seven months, advertisers have been working with a relatively simple ad format which includes the advertiser name, logo, headline, description, landing page and image. But later this month, OpenAI is planning to start testing image ads in the U.S.

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Media agencies are navigating an increasingly complex advertising landscape, as economic uncertainty, fragmented media consumption and rapid advances in technology continue to reshape how brands reach consumers. At the same time, advertisers are reassessing their media strategies, looking for greater flexibility in how they allocate budgets and new ways to connect with audiences.

AI search and creator marketing are adding another layer of change to the agency landscape, creating opportunities to expand services while raising new questions about costs, capabilities and the future of media planning. 

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