{"id":158748,"date":"2026-02-23T15:39:33","date_gmt":"2026-02-23T20:39:33","guid":{"rendered":"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/none\/\/"},"modified":"2026-02-23T15:41:35","modified_gmt":"2026-02-23T20:41:35","slug":"chatgpt-ads-what-brands-need-to-know","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/paid-media\/chatgpt-ads-what-brands-need-to-know\/","title":{"rendered":"ChatGPT\u00a0ads\u00a0are\u00a0here: Opportunity,\u00a0open\u00a0questions, and\u00a0what\u00a0brands\u00a0should\u00a0do\u00a0now\u00a0"},"content":{"rendered":"\n<p>We\u2019ve&nbsp;been watching the ChatGPT story unfold for weeks now, but&nbsp;it\u2019s&nbsp;finally official:&nbsp;<a href=\"https:\/\/searchengineland.com\/openai-starts-testing-chatgpt-ads-468593\" target=\"_blank\" rel=\"noreferrer noopener\">ChatGPT ads are here<\/a>. While this is still an early rollout, the direction is becoming a little clearer.&nbsp;<\/p>\n\n\n\n<p>OpenAI has begun testing ads directly inside ChatGPT, with first live examples appearing&nbsp;<strong>on Tuesday 10 February 2026<\/strong>, placing sponsored messages within the flow of conversation and aligning them to what users are actively asking about.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"936\" height=\"525\" src=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/02\/image-30.png\" alt=\"\" class=\"wp-image-158752\" srcset=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/02\/image-30.png 936w, https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/02\/image-30-300x168.png 300w, https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/02\/image-30-768x431.png 768w, https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/02\/image-30-480x269.png 480w\" sizes=\"auto, (max-width: 936px) 100vw, 936px\" \/><\/figure>\n\n\n\n<p class=\"has-text-align-center\"><em>Source:\u00a0<\/em><a href=\"https:\/\/openai.com\/index\/testing-ads-in-chatgpt\/\" target=\"_blank\" rel=\"noreferrer noopener\"><em>OpenAI<\/em><\/a>\u00a0<\/p>\n\n\n\n<p>This will not be your average display or search campaign\u2014it\u2019s&nbsp;advertising inside an environment people already trust to help them think, decide, and solve problems. That alone makes this moment both exciting and high stakes. No pressure!&nbsp;<\/p>\n\n\n\n<p><strong>The&nbsp;latest&nbsp;updates&nbsp;as of&nbsp;10&nbsp;February&nbsp;2026&nbsp;<\/strong><\/p>\n\n\n\n<p>Ads are now live for logged-in adult users in the&nbsp;US&nbsp;on the Free and Go versions of ChatGPT. They appear clearly labelled as sponsored and sit below the AI\u2019s response, not inside the answer itself. OpenAI has been explicit that ads do not influence how ChatGPT responds, although targeting is primarily conversation-based, matching ads to what a user is engaging with in real time, supported by limited contextual signals.&nbsp;<\/p>\n\n\n\n<p>Another new update confirms that users&nbsp;remain&nbsp;in complete control of this environment, though there are some trade-offs. Users can turn&nbsp;personalisation&nbsp;off, limit ads, dismiss ads with feedback, or clear ad data entirely\u2014but Free users who limit ads may see fewer available messages unless they upgrade to a paid tier.&nbsp;<\/p>\n\n\n\n<p class=\"has-text-align-center\"><\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"936\" height=\"526\" src=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/02\/image-31.png\" alt=\"\" class=\"wp-image-158759\" srcset=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/02\/image-31.png 936w, https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/02\/image-31-300x169.png 300w, https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/02\/image-31-768x432.png 768w, https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/02\/image-31-480x270.png 480w\" sizes=\"auto, (max-width: 936px) 100vw, 936px\" \/><\/figure>\n\n\n\n<p class=\"has-text-align-center\"><em>Source:\u00a0<\/em><a href=\"https:\/\/openai.com\/index\/testing-ads-in-chatgpt\/\" target=\"_blank\" rel=\"noreferrer noopener\"><em>OpenAI<\/em><\/a>\u00a0<\/p>\n\n\n\n<p>For advertisers, access is still currently&nbsp;gated. OpenAI does not have an official waitlist and is instead actively reaching out to large brands, but early testing&nbsp;reportedly requires&nbsp;a minimum investment around \u00a3148k and ~\u00a344 CPM&nbsp;They are focused on a premium rollout to derive learnings rather than scale, to ensure success.&nbsp;<\/p>\n\n\n\n<p><strong>Why&nbsp;brands&nbsp;are&nbsp;paying&nbsp;attention and&nbsp;why&nbsp;caution is&nbsp;necessary&nbsp;<\/strong><\/p>\n\n\n\n<p>The appeal is clear. Conversational AI offers relevance at the exact moment of intent, something marketers have been chasing for years. When done well, ads in this environment have the potential to feel like an addition rather than a disruption.&nbsp;<\/p>\n\n\n\n<p>At the same time, hesitation is both expected and healthy. Several factors make this a channel that requires careful consideration:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>High-intent moments,&nbsp;high expectations:&nbsp;<\/strong>Users come to ChatGPT expecting credible, helpful answers, which raises the bar for brands. Ads must enhance the experience, not interrupt it.&nbsp;<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Trust and brand safety come first:&nbsp;<\/strong>\n<section data-role=\"forward-email-subscription-container\" class=\"full-width w-100 d-flex justify-content-center align-items-center bg-c7f2b3\">\n    \n    <div class=\"max-w-1400 w-100 form\">\n        <div class=\"text-content-container\">\n            <h2>\n                Stay Forward            <\/h2>\n            <p class=\"subtitle\">\n                Get exclusive insights into digital <br class=\"d-none d-lg-block\">media's top-trending topics delivered<br class=\"d-none d-lg-block\"> directly to your inbox.            <\/p>\n        <\/div>\n\n        <div data-role=\"form-group\">\n            <div class=\"d-flex flex-column w-100\">\n                <form data-forward-email-form class='custom-hubspot-form' id='hubspot_form_69dbae592d07c'>\n    <div class='d-flex input'>\n        <input type='email' class='form-control me-2 input' placeholder='Email address' aria-label='Email' name='email' required>\n        <button type='submit' class='btn_primary-filled_white'>Submit\n<\/button>\n    <\/div>\n    <p class='hubspot-status'><\/p>\n<\/form>\n<script>\njQuery(document).ready(function($) {\n    var form = $('#hubspot_form_69dbae592d07c');\n    form.on('submit', function(event) {\n        event.preventDefault();\n\n        \/\/ Get email input value\n        var emailInput = form.find('input[name=\"email\"]');\n        var email = emailInput.val().trim();\n\n        \/\/ Required HubSpot fields\n        var portalId = '5408011';\n        var formId = 'cafa8eb8-dd43-46cc-bec7-9f87e85b1bdb';\n\n        \/\/ Prepare the data payload\n        var data = {\n            fields: [\n                {\n                    name: 'email',\n                    value: email\n                }\n            ],\n            context: {\n                pageUri: window.location.href,\n                pageName: document.title\n            },\n            submittedAt: new Date().getTime()\n        };\n\n        \/\/ Get the status element for this form\n        var statusElement = form.siblings('.forward-email-status-container');\n\n        \/\/ Send the data to HubSpot\n        fetch('https:\/\/api.hsforms.com\/submissions\/v3\/integration\/submit\/5408011\/cafa8eb8-dd43-46cc-bec7-9f87e85b1bdb', {\n            method: 'POST',\n            headers: {\n                'Content-Type': 'application\/json'\n            },\n            body: JSON.stringify(data)\n        })\n        .then(response => {\n            if (response.ok) {\n                if(statusElement) {\n                    statusElement.text('Thanks for Subscribing!');\n                    statusElement.css('color', 'green');\n                }\n\n                var userInfo = JSON.parse(localStorage.getItem('userInfo'));\n                if (userInfo) {\n                    userInfo.event = 'Form_submit';\n                    userInfo.email = email;\n                    userInfo.form_name = 'Newsletter';\n                    window.dataLayer = window.dataLayer || [];\n                    window.dataLayer.push(userInfo);\n                }\n\n                emailInput.val(''); \/\/ Clear the email field\n                window.dispatchEvent(new CustomEvent('newsletter-submit'));\n            } else {\n                return response.json().then(error => {\n                    if(statusElement) {\n                        statusElement.text('Error: ' + error.message);\n                        statusElement.css({\n                            'color': 'red',\n                            'padding-top': '10px'\n                        });\n                    }\n                });\n            }\n        })\n        .catch(error => {\n            console.error('Error:', error);\n            statusElement.text(\"There was an error submitting the form.\");\n            statusElement.css({\n                'color': 'red',\n                'padding-top': '10px'\n            });\n        });\n    });\n\n    window.addEventListener('message', function(event) {\n        const isFormCallback = event.data.type === 'hsFormCallback';\n        const isFormSubmitted = event.data.eventName === 'onFormSubmitted';\n        const iscurrentForm = !!event?.data?.id ? 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Any brand presence needs to align with the tone, accuracy, and&nbsp;usefulness&nbsp;users already associate with the platform.&nbsp;<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Limited measurement and&nbsp;optimisation:&nbsp;<\/strong>Early reporting is&nbsp;largely impression-based, without the&nbsp;depth&nbsp;performance teams typically rely on to assess impact or refine investment decisions.&nbsp;<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Premium context, but limited scale:&nbsp;<\/strong>With high minimum investments and restricted participation, this is a testing ground rather than a channel built for broad experimentation.&nbsp;<\/li>\n<\/ul>\n\n\n\n<p>For now, brands exploring ads in ChatGPT must be comfortable testing in a high-intent, premium environment while accepting that insight, scale, and control will evolve over time.&nbsp;<\/p>\n\n\n\n<p><strong>DAC\u2019s perspective on ChatGPT ads&nbsp;<\/strong><\/p>\n\n\n\n<p>We see ChatGPT ads as a meaningful signal of where discovery is heading. Conversations are becoming a new entry point to the funnel\u2014as we have seen in the explosion of the LLM space and the ever-changing Google landscape\u2014and brands that understand the need to&nbsp;capitalise&nbsp;on this and shift their mindset will be better positioned as this space matures.&nbsp;<\/p>\n\n\n\n<p>Moving thoughtfully now matters more than moving quickly. Although brands may be tempted to jump in as quickly as possible, there needs to be a balance of agility and care. As a first mover and early adopter, being smart and strategic is critical.&nbsp;<\/p>\n\n\n\n<p>DAC is actively partnered with OpenAI and receives regular updates directly from its teams as a high-interest agency partner. That gives us close insight into how the platform is evolving and&nbsp;what\u2019s&nbsp;coming as access expands.&nbsp;<\/p>\n\n\n\n<p><strong>What&nbsp;this&nbsp;means for&nbsp;brands&nbsp;right&nbsp;now&nbsp;<\/strong><\/p>\n\n\n\n<p>For brands considering early testing in conversational AI, now is the time to move from curiosity to planning. Even if large-scale activation&nbsp;isn\u2019t&nbsp;imminent, understanding how advertising functions in environments like ChatGPT will be critical as this channel evolves.&nbsp;That\u2019s&nbsp;why DAC\u2019s&nbsp;<a href=\"https:\/\/www.dacgroup.com\/en-gb\/insights\/series\/the-media-forward-series\/\" target=\"_blank\" rel=\"noreferrer noopener\">media playbook and planning approach<\/a>&nbsp;sees LLM\/AI&nbsp;optimisation&nbsp;and testing as a critical and necessary part of driving success for our clients in a fast-changing landscape.&nbsp;<\/p>\n\n\n\n<p>At DAC,&nbsp;we\u2019re&nbsp;already helping our clients assess readiness,&nbsp;identify&nbsp;the right use cases, and design thoughtful test-and-learn approaches that balance innovation with trust, brand safety, and measurement.&nbsp;<\/p>\n\n\n\n<p>If&nbsp;you\u2019re&nbsp;exploring whether ChatGPT ads make sense for your brand, now is the right time to start that conversation. Reach out to us to learn more.&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>We\u2019ve&nbsp;been watching the ChatGPT story unfold for weeks now, but&nbsp;it\u2019s&nbsp;finally official:&nbsp;ChatGPT ads are here. While this is still an early rollout, the direction is becoming a little clearer.&nbsp; OpenAI has begun testing ads directly inside ChatGPT, with first live examples appearing&nbsp;on Tuesday 10 February 2026, placing sponsored messages within the flow of conversation and aligning [&hellip;]<\/p>\n","protected":false},"author":62,"featured_media":158332,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","reading_level":"Strategic","reading_level_confidence":1,"reading_level_needs_review":"0","footnotes":""},"categories":[2890],"tags":[],"class_list":["post-158748","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-paid-media"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>ChatGPT\u00a0ads\u00a0are\u00a0here: Opportunity,\u00a0open\u00a0questions, and\u00a0what\u00a0brands\u00a0should\u00a0do\u00a0now\u00a0 | DAC<\/title>\n<meta name=\"description\" content=\"ChatGPT ads are officially here. 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