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Criteo Joins OpenAI ChatGPT Ad Pilot

 

Criteo is integrating its advertising platform with OpenAI’s ChatGPT ad pilot, becoming the first ad-tech partner to do so in the United States. 

 

 

Criteo SA, the Paris-based digital advertising firm, announced that it has become the first advertising technology partner to integrate with OpenAI’s new advertising pilot within ChatGPT Free and Go versions in the United States. 

 

The integration will enable Criteo’s advertising platform to operate within ChatGPT’s advertising pilot, allowing brands to use Criteo’s commerce-focused ad technology as part of OpenAI’s evolving ad experiences.

 

Details of the Integration

 

Criteo’s announcement states that it is the first ad-tech partner to work with OpenAI on its advertising pilot, which is being tested in ChatGPT’s Free and Go subscription tiers in the U.S. 

 

Criteo said that the integration will begin rolling out in the coming weeks as part of the ongoing pilot. 

 

According to Criteo Chief Executive Officer Michael Komasinski, the partnership is intended to explore how advertising can support discovery and consideration within large language model platforms in ways that are relevant and grounded in user trust. 

 

Aggregated data from Criteo’s U.S. clients indicated that users referred from large language model platforms, including ChatGPT, convert at about 1.5 times the rate of other referral channels, underlining the potential of conversational discovery as a high-intent source of traffic. 

 

Criteo’s Platform Capabilities

 

Criteo activates more than $4 billion in annual media spend and serves approximately 17,000 advertisers globally across brands, retailers and publishers through its commerce intelligence and AI-driven decisioning technology. 

 

The company said its platform supports commerce-focused advertising across a broad range of categories and environments, including emerging discovery surfaces such as conversational AI. 

 

OpenAI Advertising Context

 

OpenAI has been experimenting with advertising within ChatGPT as part of broader efforts to monetize the platform. OpenAI began testing ads in ChatGPT earlier in 2026, with placements visible to logged-in users on the Free and Go tiers. Those tests emphasize clearly labeled ad placements separate from AI responses and include controls for user privacy and personalization.

 

The Criteo partnership aligns with these developments by providing advertisers with a means to participate in the ChatGPT advertising ecosystem through an established ad-tech provider.

 

Market Positioning and Rollout

 

Criteo’s inclusion as the first ad-tech partner in the pilot positions the company at the forefront of integrating traditional digital advertising technologies with conversational AI environments. 

 

The rollout of the integration is scheduled for the coming weeks and will form part of the ongoing ChatGPT advertising pilot in the United States.