ChatGPT Ads are here. Be in the conversation before your competitors are.
ChatGPT Ads
OpenAI is rolling out ads in ChatGPT across Europe. Every new channel rewards the brands that learn it while auctions are still quiet, and this one opens now. We plan, launch and manage ChatGPT Ads campaigns, informed by something no media agency has: prompt-level intelligence on what your buyers actually ask AI.
Where ChatGPT Ads stand today
Last updated: 21 August 2026
- On 19 August 2026, OpenAI officially announced the expansion of ChatGPT Ads to 31 European markets, including the Netherlands, with ads rolling out from the week of 24 August 2026. They join the markets launched earlier in 2026: the United States, Canada, Australia, New Zealand, the United Kingdom, Mexico, Brazil, Japan and South Korea.
- Ads appear on the Free and Go plans, shown below the answer, labelled as sponsored and visually separated from the organic response. Plus, Pro and Enterprise remain ad-free.
- Targeting at launch is contextual: the topic of the current conversation, general location and device type. Personalised targeting requires separate user opt-in.
- European advertiser access starts through OpenAI's Ads Solutions team and agency partners; per OpenAI, self-service buying via Ads Manager follows later this summer. We manage early access for our clients.
Ads inside a conversation, not next to ten blue links
A ChatGPT ad does not interrupt a scroll. It appears at the end of an answer to a question the user just asked, in a one-on-one conversation, at the exact moment of consideration. That changes the craft.
Context is the targeting
The organic answer sits directly above your ad
Measurement starts from zero
A full-funnel ChatGPT Ads service
Strategy and readiness
- Prompt-level opportunity map: which of your buyers' AI conversations carry commercial intent, and what they cost to be present in.
- Account, feed and data readiness, so you can activate the day inventory opens in your market.
- Early-access management: we track availability per country and get you in the door as testing expands.
Launch and management
- Campaign structure, creative and messaging matched to conversation context rather than keywords.
- Ongoing management: budgets, pacing, testing cadence and expansion into new formats as OpenAI ships them.
- Coordination with your organic GEO programme, so paid never has to compensate for a broken organic answer.
Measurement
- KPI framework agreed upfront: incremental visibility, qualified traffic and assisted conversions, not vanity impressions.
- AI-traffic attribution on your own site, separating verified AI referrals from noise.
- Monthly reporting in the same format as our organic work: what changed, why, and what we do next.
The only ads team that already knows your prompts
Media agencies will sell ChatGPT Ads as another checkbox next to Google and Meta. Our edge is structural: we run AI Visibility and GEO programmes daily, so we know what buyers ask AI in your category, which answers they currently get, and where you are absent. Your first campaign starts from a measured map of demand, not from a test budget and a shrug. And because we measure the organic answer too, we can tell you the one thing a media agency cannot: when to pay for presence, and when engineering the organic answer is cheaper.
Built for ads in every generative experience
ChatGPT is the first mover, not the whole market. Google is bringing ads into AI Mode and AI Overviews, and Perplexity runs sponsored questions. We treat this as one discipline, Generative Engine Advertising: one intelligence layer, one measurement framework, applied per platform as inventory opens.
How to start
ChatGPT Ads runs as part of our Grow package or as an add-on to an existing Understand or Engineer retainer. Scope is custom by market and budget. The practical first step is a prompt-level opportunity map for your category, so the go/no-go decision is based on data.
Can I advertise in ChatGPT in the Netherlands?
Yes, in two steps. On 19 August 2026, OpenAI officially announced the expansion of ChatGPT Ads to 31 European markets, including the Netherlands; ads reach Dutch Free and Go users from the week of 24 August. Advertisers initially buy through OpenAI's Ads Solutions team and agency partners; self-service through the Ads Manager follows later this summer. We prepare accounts and creative in advance and manage early access for our clients so they can activate first.
What do ChatGPT Ads look like?
A sponsored placement below the answer, clearly labelled and visually separated from the organic response, shown to users on the Free and Go plans. Formats will evolve; we update this page as they do.
How are ChatGPT Ads targeted?
At launch, contextually: the topic of the current conversation, general location and device type. There are no keyword auctions in the classic sense, which is why prompt-level intelligence about your buyers' AI conversations is the core planning asset.
What do ChatGPT Ads cost?
OpenAI has not published European pricing. Early channels historically favour early adopters with quiet auctions and low CPMs, which is exactly why the opportunity mapping is worth doing now rather than after your competitors arrive.
Is this the same as LLM ads or generative engine advertising?
Yes. ChatGPT Ads is the placement everyone searches for; LLM ads and Generative Engine Advertising describe the broader discipline of advertising inside AI experiences, which also covers Google AI Mode and Perplexity. We cover the discipline, starting where the users are.
Should I do ChatGPT Ads or GEO first?
Ideally together: the organic answer appears above your ad. We measure both, so the honest answer per prompt cluster is data-driven. Where the organic answer already favours you, paid defends; where it does not, paid buys presence while GEO fixes the answer.
Be there when your market opens
Get a prompt-level opportunity map for your category and be ready to activate the day ChatGPT Ads open in your market.
Plan your first campaign