OpenAI Tests Exclusion Targeting for ChatGPT Ads With Small Advertiser Group
A small group of advertisers is now testing exclusion targeting for ChatGPT ads, a tool that lets them flag contexts they do not want their ads to appear alongside. OpenAI spokesperson Taya Christianson confirmed the test to Adweek, though the company shared few details on how the targeting will work and declined to give a timeline for a broader rollout. The product remains in development.
Four ad-buying executives and one AI visibility platform described to Adweek a set of recurring problems with ChatGPT advertising: it is hard to explain target audiences to the system, there are few options to control where ads run, and buyers get little visibility into where their ads actually appeared. Exclusion targeting addresses the placement gap directly, giving buyers a lever to keep ads out of contexts that clash with brand safety guidelines. Wider availability would make ChatGPT a more viable line item in media plans that already budget for placement controls elsewhere.