LiveRamp brings first-party audience targeting to ChatGPT Ads
LiveRamp has widened its partnership with OpenAI so advertisers can activate first-party audiences inside ChatGPT Ads using RampID, the company's identifier for matching customer data across platforms. The integration covers data from CRM systems, loyalty programmes, websites and apps, and lets marketers include or exclude specific customers and prospects. It is live in 11 markets, with more to follow as ChatGPT Ads rolls out.
The move extends a relationship that began in June, when LiveRamp became a measurement partner for ChatGPT Ads, connecting ad exposure to downstream conversions. RampID now pushes that same data into audience activation, so existing LiveRamp customers can add ChatGPT as another destination without building separate audience files.
OpenAI already supports Custom Audiences directly in Ads Manager, where advertisers can upload email addresses, phone numbers, hashed versions of either, or Google Advertising IDs, and apply bid multipliers between 0.1x and 10x at ad group level. LiveRamp is an alternative route for larger advertisers rather than a requirement.
There is little public performance data for first-party audiences in ChatGPT, and no benchmarks comparing them with the platform's other targeting options. Suppression may be the safer early use: a retailer avoiding recent purchasers, or a subscription business excluding current customers from an introductory offer. Allegiance Group & Pursuant is implementing the integration for a nonprofit client.
Reported by Search Engine Journal ↗
Topics: ChatGPT, AI advertising, Measurement