Targeted ads in ChatGPT

OpenAI has introduced targeted advertising within its ChatGPT platform in the United States, allowing advertisers to reach users based on context, email, phone number, or other personal data. The feature was first launched in the U.S. at the beginning of the year and has since expanded to France and Europe by the end of August.

Ad relevance through context

Advertisers can create campaigns based on contextual signals, such as conversations, topics, or keywords, to determine when their ads are relevant to users. OpenAI states it does not share user information directly with advertisers but encourages them to tailor ads to specific user needs, such as a plumbing company targeting emergency repairs versus preventive maintenance.

Custom audience tools

According to 404 Media, OpenAI provides a tool for advertisers to describe the conversations, topics, or keywords in which their products or services could be relevant. Advertisers can also use "custom audiences," created from lists of users containing email addresses, phone numbers, hashed email addresses, hashed phone numbers, or Google Advertising IDs (GAID).

Data handling and privacy

OpenAI clarified that unhashed data is not hashed by the company and that list files are deleted after processing, typically within 24 hours. These custom audiences can be either blacklists or whitelists, with the latter requiring at least 25,000 ChatGPT users.

Ad display requirements

OpenAI explained that being on an advertiser's list alone is not enough to trigger an ad display, as inclusion filters and bid adjustments require at least 25,000 matching users. Advertisers cannot see which individuals match or select specific users within an audience.

New features and personnel

Beyond advertising, OpenAI has expanded its platform by introducing images into ChatGPT. The company has also hired industry experts, including David Dugan, who previously worked at Meta/Facebook, and Mitch Pilar, who joined from Google, as well as Mark Bambury, a former Twitter employee, now managing advertising for the Europe, Middle East, and Africa region from OpenAI's Irish offices.