The news: OpenAI has tapped Criteo as the first adtech partner for ChatGPT, integrating the company into its US ad pilot for Free and Go users.

Brands will be able to access ChatGPT inventory via Criteo’s commerce media platform as part of OpenAI’s ad pilot, an effort aimed at enhancing product search and discovery within LLM-driven experiences.

Why it matters: The move suggests ChatGPT recognizes that its scale alone won’t automatically translate into advertiser demand—especially as the impact of its ad offerings remains largely unproven.

• ChatGPT’s beta ad offerings came with a $200,000 minimum spend, aligning it more with premium streaming inventory than search despite lacking proven results.
• Measurement challenges add another layer of uncertainty. ChatGPT’s ad model is currently impression-based, with high CPMs tied to views rather than clicks, making it harder for advertisers to assess performance and ROI.
• Limited targeting is heightening advertiser concerns. Targeting in ChatGPT is based on conversation topics, prior chats, and past ad interactions, but advertisers lack access to user conversations and personal data that are often critical for getting the right message to the right user.
• Users can opt out of personalization or dismiss ads—which could limit campaign reach and effectiveness.

Partnering with Criteo—and potentially other established adtech players—could prove important to the success of ChatGPT’s ad rollout. The deal lends added credibility to its early ad efforts and may help OpenAI build stronger relationships with advertisers.

It also comes with encouraging performance signals: Aggregated February data from Criteo’s US clients shows that traffic referred from LLM platforms like ChatGPT converts at roughly 1.5 times the rate of other referral sources. If that trend holds, it could strengthen the case for marketers to test the channel despite its higher CPMs and evolving measurement standards.

Implications for marketers: ChatGPT’s ads may still be nascent, but Criteo brings familiar buying workflows and performance expectations that will help curb advertiser hesitations.

• Brands already buying through Criteo’s commerce media platform can now transact within established workflows while applying performance benchmarks they trust.
• That advantage reduces the friction of testing an emerging channel, helping ChatGPT frame itself as less of an experimental AI placement and more of an extension of commerce media strategies.
• Aligning with a partner known for strong commerce outcomes signals ChatGPT’s intent to move toward clearer accountability. For marketers wary of investing in an unproven environment, the Criteo partnership may make pilot budgets easier to justify.