Criteo partners with OpenAI to expand ChatGPT advertising integration

Criteo S.A. (NASDAQ: CRTO) announced an expansion of its advertising partnership with OpenAI's ChatGPT platform. The company stated it was the first advertising technology partner to integrate with OpenAI's advertising pilot in ChatGPT, which launched in March 2024.

More than 1,000 brands are now running campaigns through Criteo's API integration with ChatGPT, including both existing Criteo clients and new brands. The integration has expanded to multiple markets including Australia, Canada, and New Zealand.

Criteo reported that users referred from ChatGPT convert at approximately 1.5 times the rate of other referral channels. In retail categories such as consumer electronics, lifestyle and wellbeing, and home and garden, conversion rates from AI-referred traffic are nearly twice as high compared to traditional search.

Click-through rates are roughly three times higher than comparable formats in other environments, according to the company's data. Criteo stated that budgets allocated to ChatGPT advertising are incremental, with marketers using the platform as an additional discovery channel rather than reallocating from existing channels.

The company is expanding access to ChatGPT advertising through Criteo GO, its self-service platform designed for small and mid-sized businesses. Criteo stated that both holding companies and independent agencies are testing the conversational AI integration within their media planning workflows.

Several brands provided statements about their experience with the platform, including Foot Locker Asia Pacific, HP, and Petbarn. The companies described ChatGPT as a new channel for reaching customers during their decision-making process.

OpenAI has launched self-service ads for ChatGPT, expanding access to more marketers beyond the initial pilot program.

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