OpenAI adds visual ads to ChatGPT as bot traffic study questions click quality
OpenAI is adding visual ads to ChatGPT and widening conversion measurement for advertisers. The image-based format, which shows products, how they are used, or experiences tied to a service, goes into testing in the United States later this month with a group of advertisers. OpenAI says the ads sit apart from the image being generated and do not influence ChatGPT's answers.
The company says ChatGPT reaches 1.2 billion people each week, and the new format expands an ad product that until now relied on sponsored placements carrying an advertiser name, logo and product link. OpenAI is also adding integrations with Hightouch, Tealium and LiveRamp so advertisers can send conversion data into ChatGPT Ads.
Click quality is the open question. TrafficGuard analysed three weeks of ChatGPT ad traffic across 47 advertisers and found invalid click rates between 0.1% and 34%. Fifteen servers at one hosting provider clicked ads from five advertisers 318 times in that period, and four hosting and proxy networks reached 25 of the 47 advertisers while generating half of all invalid clicks.
TrafficGuard also found ChatGPT ad clicks were 3.6 times more likely than Google Ads clicks to come from datacentres or proxy networks, and 10 times more likely to come from device configurations that could not exist in the real world. For brands weighing ChatGPT as a channel, the measurement integrations and the bot findings arrive together: richer ad inventory does not settle who is clicking.
Reported by MarTech ↗
Topics: ChatGPT, AI advertising, Measurement