AI Advertising Market: Adform becomes OpenAI tech platform partner for ChatGPT ads in Europe.

Adform has been announced as one of OpenAI's technology platform partners as ChatGPT Ads expands into Europe, enabling advertisers to plan, control, and measure chat-based ad campaigns within its existing omnichannel platform. This integration provides a unified view of the customer journey by connecting conversions from ChatGPT with other Adform campaigns. Volkswagen and Vodafone are among the first companies testing the access, focusing on brand presence and channel performance. The rollout, which began in August 2026 across 31 European markets, supports ad formats on free and lower-cost plans, with paid plans remaining ad-free. Advertisers can utilize CPM, CPC, conversion optimization, geo-targeting, and custom audiences, while OpenAI ensures ads are clearly labeled and do not influence ChatGPT responses. Adform's partnership aligns with its broader AI-driven advertising strategy, including MCP support and collaboration with IAB Tech Lab on agentic standards.