ChatGPT Ads introduces new measurement tools and visual ad formats

OpenAI is rolling out several updates to ChatGPT Ads, including expanded measurement partnerships, improved conversion reporting, weekly performance summaries and experiments with larger, more visual ad formats.

The changes aim to give advertisers better visibility into campaign performance while exploring new ways for ads to appear within ChatGPT.

What’s new. The latest updates cover five areas:

• More measurement partners: OpenAI has expanded its measurement integrations to include Northbeam, DV Rockerbox and INCRMNTAL, alongside mobile measurement partners Kochava, Tenjin and Airbridge.
• Redesigned Conversions page: A new overview in Ads Manager brings together conversion activity, event trends, optimization status and diagnostic warnings.
• Weekly performance emails: Advertisers with active campaigns now receive weekly account summaries showing performance changes compared with the previous week.
• In-platform feedback: Advertisers can report bugs or suggest improvements directly through the Ads Manager account menu.
• More visual ad formats: OpenAI is testing larger images and wider ad cards across desktop and mobile, with a separate multi-image format planned for testing.

A closer look at conversion reporting. The redesigned Conversions page provides a persistent overview across its tabs, helping advertisers quickly assess measurement health.

It includes conversion event volume and trends, the percentage of active campaigns optimizing for conversions, and warnings that link directly to the Diagnostics tab.

This could make it easier to identify tracking issues without navigating multiple reporting screens.

More ways to measure results. The expanded measurement partner ecosystem gives advertisers additional options for evaluating campaign outcomes through supported third-party tools.

The additions include both broader marketing measurement providers and mobile-focused measurement partners.

Visual ads are evolving. Alongside ChatGPT’s Intelligent UI launch, OpenAI is experimenting with more prominent advertising experiences.

Tests include wider ad cards and larger images on desktop, as well as full-width images on mobile.

These experiments use advertisers’ existing campaigns and creative assets, meaning no additional action is required to participate in the current format tests.

Separately, OpenAI plans to test a multi-image ad format during image generation, initially with selected advertisers in the United States.

Why we care. These updates could make ChatGPT Ads easier to measure, manage and optimize while creating new opportunities for visually engaging creative.

Expanded measurement integrations may help advertisers connect campaign activity to business outcomes, while improved conversion diagnostics and weekly reports could simplify ongoing performance monitoring.

Larger visual placements may also change how advertisers think about creative assets within conversational AI experiences.

The catch. The visual ad formats remain experimental, and the planned multi-image experience will initially be limited to selected U.S. advertisers.

OpenAI has not shared performance results or confirmed a broader rollout timeline for these formats.