Ad Tech Briefing: Criteo named first ad tech partner to OpenAI’s ChatGPT ad pilot
Marketing on Platforms ‘Being very careful’: Weeks after unveiling ad plans, OpenAI works to control the message
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Earlier this week, Criteo confirmed it is the first ad tech partner to integrate with OpenAI’s advertising pilot in the U.S., available in ChatGPT’s free and Go tiers. The move formalizes what the company first hinted at in late 2025 — that large language models would become the next frontier of its commerce media strategy.
The announcement positions Criteo’s demand platform as the connective layer between brands and OpenAI’s early-stage ad environment. In practical terms, marketers using ChatGPT will be able to tap Criteo’s commerce data and activation tools as part of OpenAI’s experimental monetization framework, extending Criteo’s reach beyond retailer sites and the open web into conversational interfaces.
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