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Ads inside ChatGPT are growing up fast.
Visual ad format in the US. OpenAI has launched image-based ads that appear while Free and Go users wait for an image to generate. They are clearly labelled and kept separate from the generated image. Targeting details are still unclear — and it’s an open question whether someone mid-image-generation is actually in a buying mood.
Measurement finally arrives. OpenAI has opened up integrations with the tools you already use: conversion data via Hightouch, Tealium and LiveRamp; attribution via AppsFlyer, Triple Whale, Northbeam and Adjust; plus geo incrementality tests with Haus, Measured and WorkMagic. The first proof point comes from WeightWatchers, whose CPA on ChatGPT ads landed 15.3% below its blended paid-search benchmark, according to Rockerbox.
More controls, more polish. Qualifying advertisers can now set Negative Phrases to keep ads away from off-limits topics. ChatGPT is also testing superlative badges on organic products — “best all-rounder”, “best for beginners” — and a friendlier ad heading that reads “This might also interest you”, framing sponsored placements as suggestions.
There’s no broad performance data yet. With measurement in place, that should change soon.
TikTok brings checkout into the For You feed. New features from Advertising Week include Buy Direct (one-click buying straight from the feed), a Shopping Assistant that answers sizing, shipping and stock questions, Agentic Leads that qualify prospects in DMs and on lead forms, and an MCP connector that lets you plan, launch and manage TikTok campaigns from Claude, Perplexity or Replit.
TikTok targeting can now leave TikTok. US advertisers can run ads across the TikTok Ad Network — the old Pangle — which spans nearly 400,000 third-party apps. Agency buyers are cautious so far: they want app-level allow lists and proof the extra reach drives results.
Meta wants you watching Reels first. Facebook is testing a Reels-first app in India that opens into full-screen video and pushes the classic feed to a second tab. Instagram is trialling a setting that opens straight to Reels, where users already spend over half their app time. If these tests stick, vertical video becomes the default way people encounter your brand on Meta.
Pinterest turns mood boards into salon briefs. Its new Beauty Guides translate hair and nail pins into stylist terms like “balayage”, with time, price range and upkeep estimates — so salons get clients who arrive already knowing the rough price.
The common thread: every platform wants people to stay in the app and act there.
Small audiences, tight budgets, and foot traffic as the goal — local businesses get a rough deal on Meta. The advice from Jon Loomer is refreshingly simple: stop overthinking it.
Chase the conversion if you can. If you can optimise for a purchase or lead, do it — that puts you ahead of most local shops because Meta can prioritise the action you care about. If not, fall back to reach, ad recall lift, ThruPlay views or interactions. The job is simple: get seen locally.
Cheap engagement attracts the wrong crowd. Top-of-funnel goals make it easy for Meta to find someone — anyone — to react. The algorithm takes your goal literally and can pour budget into an irrelevant demographic. If breakdowns confirm it, use value rules to lower bids rather than excluding the group.
Check a breakdown before you touch anything. Fix a proven problem, not a hunch.
Don’t fence out your own customers. Target a sensible radius and skip exclusions for everyone outside it — Meta only targets people who live in or recently visited an area, so an exclusion also kicks out locals who travel. And uncheck the auto-ticked box for people merely interested in your area, unless tourists pay your bills.
Cut placements only with a reason. Name a specific delivery problem first, because every placement you remove makes the rest pricier.
The closing line worth remembering: settings don’t sell, ads do. Your creative and offer do the heavy lifting.
An Orbit Media survey asked content marketers which parts of the job are getting tougher:
The difference is ownership. Search and social depend on platforms that keep changing the rules — AI answers keep people on the search page, and social algorithms throttle your reach. With email, you own the list and decide when to send. Nothing stands between you and the inbox.
The takeaway: turn rented traffic into an owned audience. Add clear email sign-ups to your best search and social content, then reward subscribers with content they can’t get anywhere else.
