Commerce media platform Criteo is the first ad tech company to be integrated into OpenAI’s ChatGPT following the company’s announcement it would be surfacing ads for its Free and Go subscription users.
The partnership will let brands buy ad placements through Criteo’s platform to be surfaced in ChatGPT.
In a statement, Criteo revealed that users from large language models (LLMs) like ChatGPT convert roughly one-and-a-half times the rate of other channels.
Consumer experiences on AI chatbots is often referred to as ‘high-intent’ for advertisers because they are often already searching with the intent to purchase specific products already.
The conversational nature of AI tools, means that consumers report trusting AI tools, including the product and service recommendations provided to them.
Ads Coming to LLMs
There has been much online discussion of what ads in ChatGPT will look like for both advertisers and consumers.
The Criteo partnership provides some clarity on how advertisers will surface ads within the conversational platform.
Perplexity recently backtracked on its position of advertising in its AI search engine interface, despite being the first major AI company to advertise.
ChatGPT rival Claude, famously announced it wouldn’t be featuring advertising in its AI chatbot, instead prioritising the experience of their users.
“This integration with OpenAI represents an exciting step forward in advancing advertising in an emerging AI experience,” said Michael Komasinski, chief executive officer of Criteo.
“Through this pilot, we are helping shape how advertising can support discovery and consideration within Large Language Model (LLM) platforms, grounded in experiences that are additive, relevant, and built on user trust.”
The integration between Criteo and ChatGPT will roll out in the weeks to come, the companies said.
