ChatGPT Ads are expanding to 31 European countries

Advertisers in Europe will gain access to a new high-intent channel as OpenAI significantly expands its global advertising footprint.

OpenAI is bringing ChatGPT Ads to its biggest group of new markets yet, giving European advertisers access to an emerging ad channel built around conversations rather than traditional search queries or social feeds.

What’s happening: ChatGPT Ads will expand to 31 European countries next week, including Germany, France, Spain, Italy, Sweden, Norway, Denmark, the Netherlands and Austria.

Advertisers won’t initially get direct self-service access. Campaigns will be available through OpenAI’s Ads Solutions team, agency partners and technology partners, with self-service access through Ads Manager expected later this summer.

The details: Ads will continue to appear only for people using ChatGPT’s Free and Go plans.

Plus, Pro and Enterprise users will remain ad-free.

OpenAI says ads are clearly labeled and kept separate from ChatGPT’s answers. Advertisers don’t receive users’ conversations, and advertising doesn’t influence the answers ChatGPT generates.

Why we care: The European expansion significantly increases the potential scale of ChatGPT as an advertising channel.

But the more interesting proposition for marketers is where those ads can appear in the customer journey.

People increasingly use ChatGPT to research products, compare alternatives and work through purchasing decisions by explaining their goals, preferences and constraints in natural language.

That creates an opportunity for advertisers to reach users while they’re actively evaluating what to do or buy — potentially providing a richer intent signal than a standalone keyword or passive social impression.

OpenAI also says tens of thousands of marketers have now advertised on ChatGPT.

Meanwhile: The ad platform itself has been evolving quickly.

• Expanded beyond CPM and CPC bidding to include conversion optimization.
• Added geo-targeting and custom audiences.
• Introduced the OpenAI Pixel and Conversions API to measure outcomes beyond clicks.
• Added third-party measurement integrations.

Those additions move ChatGPT Ads closer to the targeting, optimization and measurement infrastructure advertisers expect from established performance advertising platforms.

The big picture: OpenAI is moving rapidly from an experimental U.S. advertising product toward a global advertising platform. Europe is a major step in that transition. The bigger question is whether marketers can turn ChatGPT’s conversational intent into measurable performance — and whether OpenAI can scale advertising without undermining the trust that makes those conversations valuable in the first place.

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Topics on this page

ChatGPTDigital marketingEuropean UnionOnline advertisingOpenAIAdvertising TechnologyAustriaConversational AIDenmarkEuropeFranceGermanyItalyNetherlandsNorwayPerformance-based advertisingSpainSwedenUnited States
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About the Author

Anu Adegbola has been Paid Media Editor of Search Engine Landsince 2024. She coverspaid search, paid social, retail media, video and more.

In 2008, Anu started her career delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side.Outside editing Search Engine Land article she is the founder of PPC networking event – PPC Live and host ofweekly podcast PPC Live The Podcast.She is also an international speaker with some of the stages she has presented on being SMX (US, UK, Munich, Berlin), Friends of Search (Amsterdam, NL), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna, IT) and more.
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