ADWEEK vs Marketing Dive

OpenAI Tests Exclusion Targeting for ChatGPT Ads

OpenAI is testing exclusion (negative) targeting guidance for its ChatGPT Ads system with a small group of advertisers, a feature confirmed to Adweek by spokesperson Taya Christianson. The option would let advertisers indicate chat contexts where they do not want their ads to appear; it is still in development and no rollout date has been announced. ChatGPT Ads, which launched in February 2026 and expanded to Germany and 30 additional markets on August 24, 2026, display beneath model answers and include image creative, advertiser name, favicon, title, description, and a landing page. Some ad buyers and an AI visibility provider have raised concerns about explaining target audiences to ChatGPT, limited placement controls, and poor visibility into where ads run. OpenAI reports over 900 million weekly users, many on free tiers where ads appear.

• OpenAI is testing an exclusion (negative) targeting option for ChatGPT Ads with a small group of advertisers; testing was confirmed by spokesperson Taya Christianson and no public rollout date has been given.
• The feature would let advertisers block specific chat contexts from ad delivery.
• ChatGPT Ads launched in February 2026 and expanded to Germany and 30 additional markets effective August 24, 2026; ads appear under model answers and include image creative, advertiser name, favicon, title, description, and a landing page.

Redefining UX Processes for the Age of AI

A Medium opinion piece by Patrick Neeman argues that modern UX inherited the rituals and business model of mid‑century advertising agencies — the pitch, the account model, the auteur — and that those habits now undermine outcome‑focused product work in an era where AI changes the cost and nature of execution. The author calls for a reset toward systems, continuous discovery, measurable business outcomes, collaboration over star designers, and loyalty to users rather than the loudest stakeholder. The article cites industry thinkers and research (e.g., McKinsey) to support a shift from deliverables and shows to durable systems and iterative user‑centered measurement.

• Article published on Medium by Patrick Neeman on 2026-08-22.
• The author argues UX inherited agency rituals (the pitch, account model, auteur) that prioritize deliverables and presentation over measurable outcomes and systems.
• McKinsey research is cited showing top design performers posted 32 percentage points higher revenue growth and 56 percentage points higher shareholder returns than peers over five years.

Xbox Maps the Gaming Advertising Ecosystem

An Adweek podcast episode with Claire Nance, Senior Director of Marketing Communications at Microsoft’s Xbox Media Solutions, explores gaming’s evolution into a mainstream advertising channel. The discussion highlights 3.6 billion global gamers and roughly 80% U.S. participation, the ubiquity of mobile gaming, and the importance of player-first ad experiences. Nance describes frameworks for brands to enter gaming (in-game, adjacent, outside), emphasizes non-disruptive formats like rewarded video and playable ads, and recounts her non-linear career path including early work building Activision Blizzard’s ads business before Microsoft’s acquisition.

• Claire Nance is Senior Director of Marketing Communications at Microsoft’s Xbox Media Solutions.
• There are approximately 3.6 billion gamers worldwide, and roughly 80% of people in the United States play games in some capacity.
• Xbox and its gaming-ad approach prioritize player-first advertising, favoring non-disruptive formats such as rewarded video and playable ads.

ViralGains Wins Fierce AI Innovation Award for Programmatic Marketing

New press releases added to Marketing Dive's press release page, including ViralGains, FouAnalytics, MERGE, and more.

Gap launches fall denim campaign starring Inde Navarrette

Gap launched a fall campaign called “Denim on your own” that pairs actor Inde Navarrette with singer-songwriter Malcolm Todd. The spot, directed by Tanu Muiño with creative direction by Gap’s Calvin Leung, features Todd’s cover of Robyn’s “Dancing on My Own” and was rolled out across Gap’s digital and social channels, email, stores and out-of-home placements (including billboards in Times Square and on Sunset Boulevard). Paid media elements will run on major social/video platforms and via creator partnerships. The campaign highlights Gap’s continued focus on music-and-movement-driven marketing and follows recent celebrity collaborations that have helped revive Gen Z relevance and improved comparable sales.

• Gap launched a fall campaign titled “Denim on your own” starring Inde Navarrette and Malcolm Todd.
• Malcolm Todd recorded a cover of Robyn’s “Dancing on My Own” specifically for the campaign.
• The campaign rolled out across Gap’s digital and social channels, email, in-store, out-of-home (including Times Square and Sunset Boulevard billboards) and includes paid media and creator partnerships.

Express launches Y2K-inspired 'Too Easy' campaign

Express launched a fall marketing campaign titled "Too Easy to Look This Good," starring musician Tinashe and NFL player Tee Higgins. A 30-second hero video—directed by Colin Tilley, choreographed by JaQuel Knight and produced by London Alley—spotlights a Y2K-inspired denim-led collection and will run across streaming video, digital, social, print, in-store and online channels. The effort builds on Express’s "Dress to Express" brand platform (launched February 2025) and uses a social-first creator community called The Expressionists to extend the campaign. Chief Marketing Officer Joe Berean framed the push as part of the retailer’s brand-rebuilding strategy following its April 2024 Chapter 11 and subsequent acquisition by a Phoenix Retail joint venture.

• Express launched the fall campaign 'Too Easy to Look This Good' featuring Tinashe and Tee Higgins.
• A 30-second hero video was directed by Colin Tilley, choreographed by JaQuel Knight, and produced by London Alley.
• The campaign will run across streaming video, digital, social, print, in-store and online channels.