Demand-Side Platform Integration Allows Advertisers to Extend Campaigns Into Conversational AI Environments
Amazon Ads has entered a strategic partnership with OpenAI to trial offering advertising inventory within ChatGPT. Managed through Amazon’s demand-side platform (DSP) with support from Amazon’s campaign management teams, the integration enables advertisers to expand their campaigns into conversational AI experiences. Initially, the offering is available to a limited cohort of advertisers in the United States, with Delta Vacations participating among the early pilot brands.
Under the arrangement, ads appear as text and image units positioned beneath a user’s ChatGPT conversation, while ad delivery decisions remain controlled by OpenAI. Inventory is available for purchase on cost-per-click, cost-per-mile, or cost-per-thousand-impression models, providing marketers with aggregated performance metrics covering clicks, impressions, CPM, CPC, and cost-per-result data.
Executive Insights
Chris Conetta, Director of Omnichannel Supply at Amazon DSP, commented on the rollout:
“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.”
Katrin Koenig, President at Delta Vacations, 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.”
