我们正在 ChatGPT 中引入一种新的视觉广告格式，扩展我们的衡量工具和合作伙伴关系，并开发新的方式来理解品牌适宜性。
ChatGPT 每周触达 12 亿人，使其成为全球最大的 AI 原生消费者平台。广告帮助我们让更多人享受到 AI 带来的益处。这种广泛的可及性是我们使命的核心，也是我们业务的一大优势。它使我们能够服务于比仅靠订阅大得多的市场，同时为企业提供一种新方式，在人们探索想法、做出决策并发现与其目标相关的产品和服务时触达他们。
让产品和服务栩栩如生
我们新的视觉广告格式帮助人们想象产品和服务如何融入他们的生活。通过展示产品灵感、产品使用方式或它们所实现的体验的图片，人们可以发现一个新品牌、理解某项产品的独特之处，并决定购买什么。对于广告主而言，这创造了通过图片讲述其故事的新机会。
最初，我们将在 ChatGPT 的图像生成过程中测试这种新的广告格式。广告将被清晰标注，并与正在生成的图像保持分离。与我们其他广告格式一样，广告不会影响 ChatGPT 提供的回答。
测试将于本月晚些时候在美国开始，首批参与的是一组初始广告主。
衡量 ChatGPT 广告的影响
我们对 ChatGPT 广告的衡量理念侧重于同时支持内部和合作伙伴主导的衡量解决方案。今天，我们正在扩展我们的衡量工具和合作伙伴生态系统，以帮助广告主使用他们已经依赖的系统，了解 ChatGPT 广告如何为其业务做出贡献。
与 Hightouch、Tealium 和 LiveRamp 的集成，使广告主更容易将其现有系统中的转化数据发送到 ChatGPT 广告。
我们现在支持网络和应用程序领域的领先归因合作伙伴，可与 AppsFlyer、Triple Whale、Adjust、DV Rockerbox、Northbeam、Branch、Singular、Kochava、Airbridge 和 Tenjin 等公司一起实现 Conversions API、报告和点击归因解决方案。我们还与全漏斗和高级衡量合作伙伴建立了合作关系，包括 Fospha、Measured 和 INCRMNTAL。
增量衡量在更全面地理解广告的业务影响方面发挥着重要作用。虽然我们在增量衡量方面的工作仍处于早期阶段，但我们正在与 Haus、Measured 和 WorkMagic 合作，探索基于地理位置的实验，以帮助广告主理解 ChatGPT 广告的因果影响。
早期合作伙伴的发现表明，不同衡量方法下都呈现出强劲表现。根据 DV Rockerbox，WeightWatchers 在 ChatGPT 广告上的归因每次转化成本比其综合付费搜索基准低 15.3%。WorkMagic 报告称，健康品牌 Dose 实现了统计上显著的提升，其中 67% 的增量购买来自净新增客户。而根据 Triple Whale，Portland Leather 来自 ChatGPT 广告的访客中有 93% 是新访客。
在我们的广告博客此处（在新窗口中打开）阅读更多关于这些衡量工具和合作伙伴关系的信息。
在与我们的广告原则保持一致方面建立信心
对广告的信心还取决于理解广告可能出现的环境。OpenAI 的广告政策和护栏旨在保护用户、维护信任，并让品牌对其广告投放位置有信心。我们的投放护栏会评估一段对话是否适合投放广告，帮助避免广告出现在情绪脆弱、敏感或其他不适宜的语境中。
自动审核、人工监督和持续监控帮助我们识别和处理政策违规行为，并随着时间推移改进我们的保障措施。对于特定于品牌自身政策的狭窄投放要求，符合条件的广告主现在可以使用 Negative Phrases。
我们还在与 DoubleVerify（DV）和 Integral Ad Science（IAS）开展品牌适宜性评估试点，以帮助广告主更好地理解广告环境。这种方法允许独立合作伙伴在受控测试环境中评估我们的品牌安全标准如何应用，而无需访问私人用户对话。我们的目标是让广告主更透明地了解这些保障措施如何运作，同时保护对话隐私。
扩展 ChatGPT 广告的功能
我们新的视觉广告格式帮助人们发现产品和服务，并想象它们如何融入自己的生活，同时为广告主提供以更视觉化方式讲述其故事的新途径。在整个 ChatGPT 广告中，扩展的衡量和品牌适宜性工作帮助企业了解广告活动影响，并对其广告出现的语境建立信心。这些功能符合我们的广告原则：ChatGPT 的回答保持独立，对话保持私密，用户始终掌控自己的体验。
今天的更新是我们更广泛目标的一部分，即帮助人们在 ChatGPT 中发现产品和服务、评估选项并做出决策。我们将继续通过新的格式和能力发展我们的广告平台，帮助企业以有用且相关的方式触达客户，并为各种规模的企业提供成长和繁荣的机会。
企业今天即可在 ads.openai.com（在新窗口中打开） 注册广告。
We’re introducing a new visual ad format in ChatGPT, expanding our measurement tools and partnerships, and developing new ways to understand brand suitability.
ChatGPT reaches 1.2 billion people each week, making it the world’s largest AI-native consumer platform. Advertising helps us bring the benefits of AI to more people. That broad access is central to our mission, and a strength of our business. It allows us to serve a much larger market than subscriptions alone, while giving businesses a new way to reach people as they explore ideas, make decisions and discover products and services relevant to what they’re trying to accomplish.
Bringing products and services to life
Our new visual ad format helps people imagine how products and services could fit into their lives. Through images showing product inspiration, product usage, or the experiences they make possible, people can discover a new brand, understand what makes an offering distinctive, and decide what to buy. For advertisers, this creates new opportunities to tell their story through images.
Initially, we’ll test this new ad format during image generation in ChatGPT. Ads will be clearly labeled, and remain separate from the image being created. As with our other ad formats, advertising does not influence the answers ChatGPT provides.
Testing will begin later this month in the US with an initial group of advertisers.
Measuring the impact of ChatGPT Ads
Our measurement philosophy for ChatGPT Ads is focused on supporting both in-house and partner-led measurement solutions. Today, we’re expanding our measurement tools and partner ecosystem to help advertisers understand how ChatGPT Ads contribute to their business using the systems they already rely on.
Integrations with Hightouch, Tealium, and LiveRamp make it easier for advertisers to send conversion data from their existing systems to ChatGPT Ads.
We now support leading attribution partners across the web and app space, enabling Conversions API, reporting, and click attribution solutions with companies including AppsFlyer, Triple Whale, Adjust, DV Rockerbox, Northbeam, Branch, Singular, Kochava, Airbridge, and Tenjin. We also have partnerships with full-funnel and advanced measurement partners, including Fospha, Measured, and INCRMNTAL.
Incrementality measurement plays an important role in building a fuller understanding of advertising’s business impact. While our work on incrementality is still in its early stages, we’re partnering with Haus, Measured, and WorkMagic to explore geo-based experiments to help advertisers understand the causal impact of ChatGPT Ads.
Early partner findings illustrate strong performance across different measurement approaches. According to DV Rockerbox, WeightWatchers’ attributed cost per acquisition on ChatGPT Ads was 15.3% lower than its blended paid-search benchmark. WorkMagic reported statistically significant lift for wellness brand Dose, with 67% of incremental purchases coming from net-new customers. And according to Triple Whale, 93% of Portland Leather’s visitors from ChatGPT Ads were new.
Read more about these measurement tools and partnerships on our Ads Blog here(opens in a new window).
Building confidence in alignment with our Ads Principles
Confidence in advertising also depends on understanding the environment where ads can appear. OpenAI’s advertising policies and guardrails are designed to protect users, preserve trust, and give brands confidence in their ad placements. Our placement guardrails assess whether a conversation is appropriate for advertising, helping keep ads out of emotionally vulnerable, sensitive, or otherwise unsuitable contexts.
Automated review, human oversight, and ongoing monitoring help us identify and address policy violations and improve our safeguards over time. For narrow placement requirements specific to a brand’s own policies, Negative Phrases are now available to qualifying advertisers.
We’re also developing brand suitability evaluation pilots with DoubleVerify (DV) and Integral Ad Science (IAS) to help advertisers build a better understanding of the ads environment. This approach allows independent partners to assess how our brand safety standards are applied in a controlled testing environment, without accessing private user conversations. Our goal is to give advertisers greater transparency into how those safeguards work while protecting conversation privacy.
Expanding the features of ChatGPT Ads
Our new visual ad format helps people discover products and services and imagine how they could fit into their lives, while giving advertisers new ways to tell their stories more visually. Across ChatGPT Ads, expanded measurement and brand suitability efforts help businesses understand campaign impact and build confidence in the contexts where their ads appear. These features are consistent with our ads principles: ChatGPT’s answers stay independent, conversations stay private, and users remain in control of their experience.
Today’s updates are part of our broader ambition to help people discover products and services, evaluate options, and make decisions in ChatGPT. We will continue to evolve our ad platform with new formats and capabilities to help businesses reach customers in useful and relevant ways and provide opportunities for businesses of all sizes to grow and thrive.
Businesses can sign up today for ads at ads.openai.com(opens in a new window).
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