Amazon Ads, the advertising arm of Amazon, announced on September 10 (local time) a partnership with OpenAI to support ad delivery on ChatGPT. This allows Amazon Ads advertisers to expand their campaigns into ChatGPT's conversational ad slots. The initiative is currently being implemented as a pilot program for select advertisers in the US.

Ads will be displayed within the ChatGPT app, appearing below answers in either text or image format. Under this division of roles, Amazon provides the layer for ad purchasing and campaign management, while OpenAI's advertising system handles the control of the actual delivery surface. Ad delivery is limited to users of ChatGPT's Free and Go plans; ads will not be displayed to users on paid plans, including Plus and above.

For advertisers, the advantage is the ability to reach ChatGPT users while maintaining their existing Amazon advertising operational structure. Amazon's first-party data can be used for targeting, and performance measurement data, such as impressions and clicks, will be provided. OpenAI explained that ads will not influence the content of the answers, nor will the company disclose conversation details to advertisers or sell customer data.

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