--- url: "https://www.xcademia.com/news/openai-expands-chatgpt-ads-with-new-visual-format-and-measurement-tools" title: OpenAI Expands ChatGPT Ads With New Visual Format and Measurement Tools description: "OpenAI expands ChatGPT Ads with a visual format, measurement tools and brand suitability initiatives for AI-native advertising." publishedAt: "2026-10-06T05:36:50.52+00:00" updatedAt: "2026-10-12T02:05:50.626296+00:00" type: news category: "tech-industry" source_name: OpenAI source_url: "https://openai.com/index/new-chatgpt-ads-format-and-measurement/" tags: - "#OpenAI" - "#ChatGPT" - "#ChatGPTAds" - "#AIAdvertising" - "#ArtificialIntelligence" - "#AdTech" - "#DigitalAdvertising" - "#AIIndustry" --- # OpenAI Expands ChatGPT Ads With New Visual Format and Measurement Tools > OpenAI is expanding ChatGPT Ads with a new visual format, broader measurement integrations and brand suitability tools as it develops advertising for AI-native conversations. Source: **OpenAI** · 6 October 2026 OpenAI is expanding its advertising platform for ChatGPT with a new visual ad format, additional measurement integrations and new efforts to evaluate brand suitability. The announcement, published on October 5, 2026, describes the changes as part of OpenAI's broader effort to develop advertising around the way people use AI to explore ideas, evaluate options and discover products and services. The company says the new visual format will initially be tested during image generation in ChatGPT in the United States, while advertisers are also gaining access to a wider ecosystem of measurement and attribution partners. Importantly, OpenAI says advertisements will remain separate from the answers generated by ChatGPT and that advertising does not influence the answers users receive. ## A New Visual Format for ChatGPT Ads The most visible change is a new visual advertising format designed around product and service discovery. According to OpenAI, the format can use imagery showing product inspiration, product usage or experiences associated with a service. The objective is to give advertisers another way to present their offerings while users are exploring products and ideas in ChatGPT. The initial test will take place during image generation. OpenAI says these advertisements will be clearly labelled and will remain separate from the image being created. Testing is scheduled to begin later in October in the United States with an initial group of advertisers. This distinction is important because image generation represents a different interaction model from traditional web advertising. Instead of appearing alongside a conventional webpage, the ad environment is being introduced within an AI-powered workflow where users may already be asking questions, exploring concepts or developing ideas. ![info-1](https://0a515t3ure77wbvx.public.blob.vercel-storage.com/articles/1791281744491-info1--108-.webp) ## Expanded Measurement and Attribution OpenAI is also expanding the measurement infrastructure surrounding ChatGPT Ads. The company says its approach is designed to support both in-house and partner-led measurement. New integrations with **Hightouch, Tealium and LiveRamp** allow advertisers to send conversion data from existing systems to ChatGPT Ads. OpenAI also lists attribution partners supporting capabilities including Conversions API, reporting and click attribution across web and app environments. These partners include AppsFlyer, Triple Whale, Adjust, DV Rockerbox, Northbeam, Branch, Singular, Kochava, Airbridge and Tenjin. OpenAI additionally identifies Fospha, Measured and INCRMNTAL as full-funnel and advanced measurement partners. The broader direction is significant for advertisers because measuring an AI advertising channel requires more than simply counting clicks. Advertisers generally want to understand whether exposure or interaction with an advertisement contributed to an eventual business outcome. OpenAI says it is also working with Haus, Measured and WorkMagic on geo-based experiments to explore incrementality measurement. The company describes this work as being in its early stages. ## Early Measurement Results OpenAI's announcement includes several early findings supplied by its measurement partners. According to DV Rockerbox, WeightWatchers' attributed cost per acquisition on ChatGPT Ads was 15.3% lower than its blended paid-search benchmark. WorkMagic reported statistically significant lift for wellness brand Dose, with 67% of incremental purchases coming from net-new customers. Triple Whale reported that 93% of Portland Leather's visitors from ChatGPT Ads were new. These figures are partner-reported findings presented by OpenAI rather than independent results established by the announcement itself. They therefore provide examples of how measurement partners are evaluating ChatGPT Ads, rather than a universal performance benchmark for the platform. ![info-2](https://0a515t3ure77wbvx.public.blob.vercel-storage.com/articles/1791281766178-info2--109-.webp) ## Brand Suitability Becomes a Larger Focus OpenAI is also addressing where advertisements can appear. The company says its advertising policies and placement guardrails are intended to protect users, preserve trust and give advertisers confidence in the environments where their advertisements are displayed. According to OpenAI, the placement system assesses whether a conversation is appropriate for advertising and is designed to keep advertisements away from emotionally vulnerable, sensitive or otherwise unsuitable contexts. OpenAI says automated review, human oversight and ongoing monitoring are used to identify policy violations and improve safeguards. For qualifying advertisers, the company has also introduced **Negative Phrases**, which can be used for narrower placement requirements based on a brand's own policies. This is particularly relevant to AI advertising because conversational systems can generate a much wider range of contexts than conventional advertising environments. A traditional advertisement may appear on a webpage or beside a video with relatively predictable surrounding content. In an AI conversation, context can change from one interaction to another. OpenAI is therefore also developing brand suitability evaluation pilots with **DoubleVerify** and **Integral Ad Science (IAS)**. The company says these independent partners will evaluate how OpenAI's brand safety standards are applied in controlled testing environments without accessing private user conversations. ![info-3](https://0a515t3ure77wbvx.public.blob.vercel-storage.com/articles/1791281789667-info3--109-.webp) ## Privacy and Independence Remain Central to OpenAI's Position OpenAI says the expansion of ChatGPT Ads is being developed around several principles. The company states that ChatGPT's answers remain independent from advertising, conversations remain private and users remain in control of their experience. The announcement also says that the brand suitability evaluation work is designed to provide advertisers with greater transparency without giving independent partners access to private user conversations. For AI advertising, this creates a balance between two competing requirements. Advertisers want sufficient information to understand where their advertisements appear and whether campaigns are effective. At the same time, users expect conversations with an AI system to retain appropriate privacy protections. OpenAI's approach is to use measurement and controlled evaluation mechanisms rather than expose private conversations to advertising measurement partners. The announcement does not provide additional technical details about how every element of this separation is implemented. ## What the Expansion Means for AI Advertising The announcement highlights a broader industry shift toward advertising inside AI-native interfaces. Traditional digital advertising has largely been built around webpages, search results, applications and video platforms. AI assistants introduce another environment where users can research products, compare options, generate content and make decisions through conversation. OpenAI's latest changes indicate that the company is building an advertising system around that behaviour. For advertisers, the development could mean more emphasis on contextual relevance, conversion measurement and brand suitability rather than relying solely on traditional impressions and clicks. For technology companies building AI assistants, the announcement also illustrates the importance of separating advertising from the core AI response experience. However, the long-term effectiveness of these formats remains to be established. OpenAI is still testing the new visual format, and its incrementality work is described as being in the early stages. The company did not provide specific information about the eventual scale or availability of the visual advertising format beyond the initial US testing plan. ## What Comes Next OpenAI says businesses can sign up for advertising in ChatGPT, while the company continues developing additional advertising formats and capabilities. The October announcement therefore represents more than the introduction of another advertising format. It shows OpenAI expanding the infrastructure around ChatGPT Ads, including measurement, attribution, placement safeguards and independent brand suitability evaluation. The central challenge will be maintaining a useful AI experience while giving advertisers enough transparency and measurement to justify investment. For users, the key distinction remains that OpenAI says advertisements are clearly labelled and separate from generated content, while ChatGPT's answers remain independent of advertising. As AI assistants become increasingly involved in product discovery and decision-making, advertising inside these environments is likely to remain an important area of technology and business development. ## Original source https://openai.com/index/new-chatgpt-ads-format-and-measurement/ ## Tags `#OpenAI` · `#ChatGPT` · `#ChatGPTAds` · `#AIAdvertising` · `#ArtificialIntelligence` · `#AdTech` · `#DigitalAdvertising` · `#AIIndustry` --- ## About this content This Markdown news article is the citation-grade twin of [OpenAI Expands ChatGPT Ads With New Visual Format and Measurement Tools](https://www.xcademia.com/news/openai-expands-chatgpt-ads-with-new-visual-format-and-measurement-tools). It is published by **Xcademia** (UK Companies House 12322710) and is available for AI search engines and large language models to index, summarise, and cite. 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