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Brightways

ChatGPT Ads

ChatGPT Ads for brands,
steered on margin

ChatGPT Ads reaches buyers while they explore and compare. We use it for brands growing on marketplaces: traffic to your webshop or to Amazon, measured and judged on contribution margin.

Book a callRead how ChatGPT Ads works

Part of Managed Advertising. We already run ChatGPT Ads campaigns for brands.

Why ChatGPT Ads

Visible at the moment a buyer forms their choice

People come to ChatGPT with a goal. They describe what they are looking for, what matters to them and what holds them back. An ad appears below that answer, at the moment the choice takes shape.

That is a different moment from searching on Google or a marketplace. There, the question is already sharp. In ChatGPT, someone is still exploring. Whoever is visible there enters the consideration earlier.

The channel is young and growing fast. Since late August 2026 it has been available in 31 European markets, including the Netherlands, Belgium and Germany. Whoever tests now with a measurement plan learns sooner what a click is worth.

What we do

From business case to management

ChatGPT Ads works differently from search ads. There are no keywords, and the destination determines what you can measure. So our work starts with the economics, not with the ad.

  • Business case per destination

    We calculate per destination what a click may cost: contribution margin per order times expected conversion.

  • Measurement before budget

    We set up the OpenAI Pixel and Conversions API on your webshop, or Amazon Attribution if you send traffic to Amazon.

  • Structure and context hints

    Campaigns per business goal, ad groups per theme, and context hints in your customer's language.

  • Ads and product feeds

    Single ads for your key products, or a product feed for your whole catalogue.

  • Management and steering

    We follow delivery, cost and conversion, and steer on what the contribution margin does.

  • Reporting in your own numbers

    You see what ChatGPT Ads delivers next to Amazon, bol and Google, not only in OpenAI's dashboard.

Destination

Webshop, Amazon or bol: where do you send traffic?

The destination determines your margin, your measurability and how well the campaign can steer. Those three do not move together.

  • Your own webshop

    The most measurable, and the only destination where OpenAI's conversions objective works. Often a higher margin per order, but lower conversion than a marketplace.

  • Amazon

    Often higher conversion thanks to trust and purchase intent. With Amazon Attribution you assess the result, although OpenAI cannot steer on it. Lower margin after Amazon costs.

  • Bol

    A click can be tracked, a bol order cannot be linked directly. So we mainly use bol for reach and demand building, not for direct steering.

Approach

How we start

First know what a click is worth, then add budget.

  • 1. Business case

    Margin, destination and measurability per product group. After that you know whether a test is worthwhile.

  • 2. Measurement

    Pixel and Conversions API, or Amazon Attribution. Checked before any budget goes in.

  • 3. Test

    One product group, one destination, several ads per theme. Read as direction, not as a split test.

  • 4. Scale

    More budget only when measurement quality, conversion and margin stay within the agreed limits.

Part of Managed Advertising

ChatGPT Ads sits within Managed Advertising, next to Amazon and bol. One team steers your advertising across all channels, on the same goals.

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Who it is for

Is ChatGPT Ads right for your brand?

Not every brand needs to start now. This is how we judge it.

A good fit if

  • you know your contribution margin per order
  • you have your own webshop, or sell on Amazon
  • people think about and compare your product before buying
  • you want a test with a measurement plan before scaling

Not yet if

  • your margin per order is unknown
  • you only sell through a channel you cannot measure
  • your product or claim is not allowed in ads
  • there is no budget for enough delivery to decide

Frequently asked questions

Questions about ChatGPT Ads

The questions brands ask us most.

The basics

  • What is ChatGPT Ads?

    OpenAI's advertising platform, also called OpenAI Ads. Ads appear below a ChatGPT answer, labelled as sponsored and separate from the answer.

  • Is ChatGPT Ads available in Europe?

    Yes, since the week of 24 August 2026, in 31 European markets including the Netherlands and Germany. Self-serve through OpenAI Ads Manager has been open since 31 August 2026.

  • Who sees the ads?

    Free and Go users, and logged-out users. Paid plans such as Plus and Pro are ad-free.

The channel

  • Does ChatGPT Ads work with keywords?

    No. You steer with context hints: descriptions of situations in which your product is relevant. They do not guarantee delivery in a particular conversation.

  • How does it differ from Google Ads?

    In Google you choose the query you appear on. In ChatGPT you describe the situation and the system chooses. Google captures existing demand, ChatGPT comes into view earlier in the exploration.

Working together

  • How does ChatGPT Ads fit your services?

    It sits within Managed Advertising, next to Amazon and bol. We steer all channels on the same goals: visibility, conversion and margin.

  • Do you already run ChatGPT Ads campaigns?

    Yes, we already run campaigns for brands. Because the channel is young, we decide per brand what a realistic test is.

  • What does it cost?

    You pay the media budget to OpenAI, with a minimum of €15 a day. Our management sits within Managed Advertising. What fits depends on your channels and ambition; we discuss that in an introductory call.

Measurement and destination

  • Can you send traffic from ChatGPT to Amazon?

    Yes. With Amazon Attribution you see what external traffic does on Amazon: product views, add-to-carts and purchases. OpenAI cannot use those conversions to steer the campaign.

  • And to bol?

    A click can be tracked, but bol has no publicly documented counterpart to Amazon Attribution. So we mainly use bol for reach and demand building.

  • How do you measure the result?

    On your webshop with the OpenAI Pixel and the Conversions API, alongside your own analytics. We judge on contribution margin, not only on clicks or conversions.

Read more

Find out whether ChatGPT Ads pays off for your brand

We assess your margin, destination and measurability. After that you know whether a test is worthwhile, and which route gives the most grip.

Book a callRead how ChatGPT Ads works