Criteo Teams With OpenAI Advertising Pilot in ChatGPT
Commerce media platform Criteo revealed that it's the first advertising technology partner to integrate with OpenAI's advertising pilot, which is currently running within both the Free and Go versions of ChatGPT in the U.S.
Criteo works with 17,000 advertisers globally, activating more than $4 billion in annual media spend to connect brands through commerce intelligence and AI-driven decisioning technology to spur cross-channel outcomes. This lets Criteo support commerce-focused advertising across diverse categories and environments, including conversational AI.
Data from a sample of 500 of Criteo's U.S. clients taken in February show that users coming from large language model (LLM) platforms such as ChatGPT, tend to convert at approximately 1.5 times the rate of other referral channels. As conversational discovery continues to grow, the pilot offers an opportunity to strategically assess how brands can leverage advertising within ChatGPT to drive incremental demand and drive consumers back to brand and retailer sites.
"This integration with OpenAI represents an exciting step forward in advancing advertising in an emerging AI experience," Michael Komasinski, CEO of Criteo, said in a news release. "Through this pilot, we are helping shape how advertising can support discovery and consideration within [LLM] platforms, grounded in experiences that are additive, relevant and built on user trust."
The integration will begin rolling out over the next several weeks.
