Global advertising platform Criteo said on Tuesday it has been selected as the first adtech partner for an OpenAI advertising pilot programme targeting ChatGPT Free and Go plan users.
Criteo said its analysis of U.S. advertiser data showed users coming in through large language model (LLM) platforms such as ChatGPT had purchase conversion rates about 1.5 times higher than other channels. The company said AI platform users go beyond simple searches and explore information with stronger purchase intent.
Criteo operates media spending of $4 billion a year and works with about 17,000 advertisers worldwide. The pilot integration will be applied sequentially over the coming weeks.
Michael Komasinski (마이클 코마신스키), Criteo's chief executive officer, said, "This integration with OpenAI is an important milestone that brings the evolution of the advertising ecosystem one step forward in an AI experience environment." He added, "We will jointly shape the direction for how advertising can support exploration and the purchase-consideration journey in an LLM platform environment."
Seulgi Son
sageson@d-today.co.kr