[DigitalToday reporter Chi-gyu Hwang] U.S. retail giant Target is taking part in OpenAI’s ChatGPT advertising pilot program.
On Feb. 12, The Information reported that Target joined as an early partner in tests of context-based advertising inside ChatGPT.
The pilot will be run for free and some low-cost users. When a user enters a question about a specific product or category, a highly relevant ad will be displayed with a separate label. The ad will be shown separately from the chatbot’s answer and will not affect the answer algorithm.
Target plans to show ads not only for its own products but also for brand partners through its retail media network. This is seen as an attempt to move away from a digital marketing structure that has relied on search-based advertising and use a conversational interface as a new distribution channel.
Chi-gyu Hwang
delight@d-today.co.kr