Advertisers using Amazon Ads could soon see ChatGPT ads offered through the e-commerce giant’s DSP services.
Amazon Ads is partnering with OpenAI to trial offering ad inventory in ChatGPT.
The integration will allow advertisers to expand their Amazon Ads campaigns to include conversational experiences in ChatGPT. It is currently only available to a limited number of advertisers in the US.
The service will be managed through Amazon’s demand side platform (DSP), with the e-commerce giant’s team helping set up and optimise campaigns. The inventory will be available for purchase on cost-per-mile, cost-per-click, or cost per thousand impressions.
Ad delivery decisions will be controlled by OpenAI, an Amazon spokesperson confirmed.
The ads will be shown as text and image units underneath a user’s ChatGPT conversation.
This offers marketers access to a highly engaged, active audience in a conversational and casual environment. Advertisers will have access to aggregated performance data, related to impressions, cost per result, clicks, CPM, and CPC measurements.
ChatGPT has expanded its ad offering significantly in the last few months, particularly since predictions showed it could miss its forecast by as much as 90%.
The new Amazon partnership will open up ChatGPT to the third largest digital advertising platform.
Chris Conetta, director of omnichannel supply at Amazon DSP, said: “Conversational ads represent the fastest growing engagement opportunity for brands to reach new and existing audiences.
“The AI-driven ad experience is not just a vision of what’s to come, but an opportunity for advertisers to meet relevant users where they spend time today. With access to ChatGPT Ads, advertisers can now extend their campaigns further into where their customers are actively spending time in conversational chat platforms.”
According to data from Sensor Tower, Amazon has been quietly buying ads on ChatGPT, and became the top retail company advertising on the site between April and August.
Delta Vacations is among the brands piloting the integration with ChatGPT. Katrin Koenig, president at the firm, added: “Travel planning is becoming increasingly personalised, and travellers expect experiences that feel relevant.
“Through our collaboration with Amazon Ads and ChatGPT ads, we can leverage deep consumer insights to inform how and when Delta Vacations appear within ChatGPT ads experiences to create new opportunities for travellers to engage and discover vacation possibilities. We’re proud to be among the first brands testing this new approach and helping define what the future of AI-powered marketing can look like.”
The new partnership is a signal from Amazon that it acknowledges ChatGPT as a legitimate marketing channel and cements an important step toward conversational ads being expanded as the norm.
