OpenAI is making significant changes to how advertisers can buy, track, and optimize campaigns on ChatGPT Ads. The company notified advertisers of the updates in an email distributed during the week of August 3, 2026, with full details confirmed by an OpenAI spokesperson.
Conversion-Optimized Bidding Now Available in Beta
Product feed campaigns on ChatGPT Ads now support conversion-optimized cost-per-click (oCPC) campaigns in beta, allowing advertisers to optimize toward conversions while continuing to pay per click. Advertisers can also clone existing CPC campaigns into oCPC campaigns or create them in bulk, simplifying campaign migration.
The platform is also introducing dynamic URL parameters, enabling advertisers to automatically append campaign, ad group, and ad IDs to landing page URLs for easier attribution and analytics.
Automatic Advanced Matching Becomes Default on August 17
Automatic Advanced Matching (AAM) is now the default for new web pixels, and on August 17, 2026, OpenAI will also enable it for existing web pixels. AAM helps match more conversions to ads using hashed customer information from website forms.
Advertisers who prefer not to have AAM enabled can opt out before August 17 by navigating to Tools, then Conversions, then Data Source, and selecting Edit Pixel in Ads Manager. The August 17 deadline applies to all existing pixels regardless of when they were created.
Three New Measurement Integrations Added
Triple Whale now connects to ChatGPT Ads, allowing performance to be measured alongside other channels, and the company's Sonar Optimize product is available for ChatGPT Ads, which, according to OpenAI, helps brands send stronger conversion signals back to OpenAI. Separately, Hightouch now supports sending conversion events to ChatGPT Ads for measurement and optimization.
LiveRamp had connected its Conversions API Hub to ChatGPT on June 10, 2026, becoming the first third-party server-side measurement route into the platform. Triple Whale and Hightouch extend the roster into direct-to-consumer commerce analytics and customer data infrastructure, respectively.
Pixel validation diagnostics have also been updated, allowing advertisers to view additional details in Ads Manager, including why events were dropped before being sent, the affected field, the error type, and a recommended fix.
Multi-Product Carousel Format Under Testing
The new carousel format allows multiple products to appear within a single ChatGPT ad placement, at the bottom of a user's conversation; the same position where a typical single-product ad would appear. The format currently shows a carousel-style display from a single advertiser; unlike Google's search carousels, which often include competing brands, this version keeps the focus on one company's offerings.
These ads are displayed separately below ChatGPT's response and are clearly marked as sponsored. They do not change or influence the answer provided by ChatGPT.
The update comes approximately three months after OpenAI initially made it easier for e-commerce companies to run ads on ChatGPT, when it enabled automation to allow retailers to bulk-create product feed campaigns from their product catalogues rather than building them one by one.
Latin America Expansion Underway
OpenAI's Ads Manager availability page, updated on August 6, 2026, now lists Brazil as available to advertisers, with Mexico marked "coming soon." OpenAI officially announced the introduction of ads in ChatGPT in February 2026, initially launching a test in the United States, with the rollout subsequently expanding to Canada, Australia, New Zealand, the United Kingdom, Japan, and South Korea.
What This Means for Performance Advertisers
Advertisers currently running product feed campaigns on ChatGPT Ads should review their pixel configurations ahead of the August 17 AAM deadline and determine whether to opt out or proceed with the automatic enablement. The addition of oCPC bidding and third-party measurement integrations brings ChatGPT Ads closer to the conversion-tracking infrastructure standard on established platforms, which may make it easier for performance teams to justify budget allocation and compare cross-channel results. The carousel format, currently limited to single-advertiser placements, represents an early-stage ecommerce ad unit that is likely to evolve.
It has long been reported that OpenAI has set itself a target of $2.5 billion in ad revenue for 2026, rising to over $100 billion by 2030.
