ChatGPT Ads are becoming easier for brands to access. Amazon has announced a new partnership with OpenAI that allows advertisers to extend their campaigns into ChatGPT through Amazon DSP. For businesses already using Amazon's advertising platform, that could make conversational advertising much easier to test.
The partnership is starting with a U.S. pilot involving a select group of advertisers. Instead of buying ChatGPT Ads directly from OpenAI, eligible brands can access the advertising inventory through Amazon's platform. That gives companies already familiar with Amazon's advertising tools another way to reach potential customers.
Amazon DSP Opens a New Door to ChatGPT
Amazon DSP is a demand-side platform that helps advertisers plan, buy, and optimize digital advertising across different channels. Now, ChatGPT is being added to that mix.
The arrangement could be especially useful for brands already running campaigns through Amazon. Instead of creating a separate advertising process or establishing a new relationship with ChatGPT, businesses can extend their existing strategy to include ChatGPT.
Amazon will provide campaign setup and optimization as part of the managed service. OpenAI, meanwhile, will handle where ads are displayed within ChatGPT. The ads can be purchased using either cost-per-click or cost-per-thousand-impressions models.
Businesses already running programmatic advertising campaigns through Amazon DSP will gain access to a new advertising inventory pool without learning a new platform or building a new vendor relationship from scratch. You can also continue managing campaigns through Amazon DSP.
How Conversational Advertising Can Support Your Brand
Amazon also notes that conversational advertising is one of the fastest-growing ways for brands to reach people, especially as more consumers chat with AI tools every day. Traditional digital advertising tries to catch an audience’s attention while they scroll or search. ChatGPT offers a different environment, where users actively ask questions and compare options.
Compared with more established digital channels, this space is still wide open. Few brands advertise here yet, so there’s less competition. This could potentially lower costs for early-adopting brands.
That makes conversational advertising an interesting opportunity. Someone researching vacation options, for example, may already be thinking about where to travel and what to book. An ad appearing within that conversation can reach the user at a very different point in the decision-making process.
Should You Get In Now?
The pilot is still limited to U.S. users, so there is no guarantee that every advertiser will have immediate access to this new advertising inventory. If your customers already use ChatGPT and you have room in your budget to experiment, this new program gives eligible advertisers a relatively straightforward way to test the channel.
Still, the partnership shows where digital advertising is heading. As more consumers use AI assistants to research products and make decisions, marketers will want ways to reach them there. The Amazon and OpenAI partnership is worth watching, even for companies not ready to advertise on ChatGPT today. It signals that programmatic advertising is expanding into conversational AI, and ChatGPT Ads could eventually become a relatively simple addition to an existing digital advertising strategy.
Darryl Cresswell
CEO & President
MYDWARE IT Solutions Inc.
