OpenAI Introduces New Visual Ad Format for ChatGPT with Enhanced Measurement Tools

On October 5, 2026, OpenAI introduced a new visual ad format for ChatGPT, which currently reaches 1.2 billion users weekly. This format aims to leverage the unique conversational context of AI-native environments, as noted by Mark Zagorski, CEO of DoubleVerify, who stated that advertising in ChatGPT is defined by the conversation rather than traditional media formats. The new ads are expected to enhance brand safety and measurement capabilities, with integrations from measurement tools like Hightouch, Tealium, and LiveRamp. Additionally, attribution partnerships have been established with companies such as AppsFlyer, Triple Whale, and Adjust, among others. Early results show that WeightWatchers achieved a 15.3% lower cost per acquisition through ChatGPT Ads compared to paid-search benchmarks, while 93% of visitors to Portland Leather from these ads were new customers. Furthermore, wellness brand Dose reported that 67% of incremental purchases originated from net-new customers. This follows the introduction of GPT-6.1 on September 29, 2026, and the ongoing testing of the new ad format in the US market. Lidiane Jones, CEO of Integral Ad Science, emphasized the need for durable and consistent brand safety protections as advertising expands into AI-native environments.