The integration will enable brands to leverage Criteo’s commerce data and tech.
Criteo has become the first adtech platform to partner with OpenAI’s ChatGPT advertising pilot.
OpenAI announced earlier this year that it will be trialling ads in the ChatGPT free and Go subscription tiers in the US.
By integrating Criteo’s digital advertising platform into OpenAI, brands will be able to leverage its commerce data to shape their campaigns.
According to Criteo, aggregate insights observers across its US clients showed that users referred from large language model (LLM) platforms like ChatGPT convert at approximately one and half times the rate of other referral channels.
The adtech firm currently works with 17,000 advertisers globally and activates more than $4bn in annual adspend by connecting brands, retailers and publishers through its commerce and AI-driven technology that enables cross-channel optimisation.
Criteo believes this pilot is an opportunity to “thoughtfully evaluate” how brands can participate in advertising within ChatGPT while also driving demand back to brands and retailers.
Michael Komasinski, chief executive officer of Criteo, said: “This integration with OpenAI represents an exciting step forward in advancing advertising in an emerging AI experience.
“Through this pilot, we are helping shape how advertising can support discovery and consideration within LLM platforms, grounded in experiences that are additive, relevant, and built on user trust.”
The integration will be rolled out in the coming weeks as part of the ongoing ads pilot with OpenAI.
