- Amazon and OpenAI partner up to enable more brands to buy adds in ChatGPT
- US brands can join a pilot to buy ads directly via Amazon
- Cost per click and per 1k impressions are options
Amazon has announced a new partnership between its Ads business and OpenAI, allowing advertisers to buy ads within ChatGPT.
Initially launching as a pilot in the US, the move would mean that brands can buy ChatGPT ads from Amazon DSP instead of having to deal with OpenAI itself, making it more accessible to brands that already use Amazon's platform.
The company noted that conversational advertising represents one of the fastest-growing opportunities for brands to reach consumers where they spend more and more time, and compared with other channels, it remains much more untapped.
Crucially, Amazon wanted that it does not control which ChatGPT conversations receive an ad, but rather it helps campaign setup and optimization. In other words, Amazon works as an intermediary to handle negotiating ad spaces with OpenAI.
Both text and image ads can be displayed underneath the chatbot's answer, with OpenAI set to display a clear sponsored ad label in order to keep a clear distinction between meaningful output and advertised content.
Amazon is also offering two payment types for its ChatGPT-bound ads – cost per click and cost per thousand impressions.
"Through our collaboration with Amazon Ads and ChatGPT Ads, we can leverage deep consumer insights to inform how and when Delta Vacations appear within ChatGPT Ads experiences to create new opportunities for travellers to engage and discover vacation possibilities," Delta Vacations President Katrin Koenig explained as one of the platform's early customers and users.
