Observed Signal · Sep 22, 2026 · Product Launch · Source: OMR · Impact: 4/5 · Sentiment: Neutral
AI Advertising Market: German Marketers Share Mixed First Experiences with ChatGPT Ads
OpenAI's ChatGPT Ads launched in Germany in late August, allowing advertisers to book via agency partners or a self-serve tool. Early feedback from German marketers is mixed. Dentsu's Markus Caspari sees potential but notes high CPMs and limited reporting. Performance marketer Carlo Siebert reports poor results, with few clicks and conversions, and tracking discrepancies. OpenAI's VP Ads, Dave Dugan, acknowledges the beta stage and promises improvements. Criteo reports CTRs 2-3x higher and 80% new customers, especially effective for consultation-heavy categories. OpenAI is also testing 'Sponsored Agents' and partnering with Best Buy for in-Chat commerce.
ChatGPT Ads represent a new, potentially significant advertising channel from a major AI platform; early rollouts and feedback shape advertiser adoption and industry dynamics.
Wichtigste Kernpunkte & Evidenz
- ChatGPT Ads launched in Germany end of August 2026 with self-serve tool available since August 31.
- Dentsu is an early agency partner; Criteo integrates ChatGPT Ads into its Criteo Go platform.
- Marketer Carlo Siebert spent $10,000 on a B2B campaign with poor results and paused due to tracking issues.
- OpenAI reports over 1 billion weekly active ChatGPT users and 20% of conversations show commercial intent.
- OpenAI is testing 'Sponsored Agents' in the US and Best Buy will enable direct purchases in ChatGPT for holiday season.
Verknüpfte Unternehmen
6 verknüpfte UnternehmenCHECK24
Führendes deutsches Vergleichsportal, das die Optimierung von Verbrauchertarifen durch provisionsbasierte Vermittlung und zielgerichteten Traffic monetarisiert.
“Showed ads in ChatGPT for car insurance....”
Criteo
Commerce-Media-Plattform für Retail Advertising und die Aktivierung im Open Internet.
“Integrates ChatGPT Ads into Criteo Go; reports higher CTRs and new customers....”
AXA
Globaler Versicherungskonzern, der Privatkunden, Arbeitgeber und gewerbliche Risikomärkte bedient.
“Showed ads in ChatGPT to user Tina S. for liability insurance....”
Best Buy
Best Buy ist ein führender nordamerikanischer Omnichannel-Händler für Unterhaltungselektronik und Haushaltsgeräte im großen Stil.
“Announced direct purchases in ChatGPT for holiday season....”
dentsu
Globales Agenturnetzwerk, das Media, Kreation, Customer Experience (CX) und Identity-Technologie kombiniert.
“Early agency partner; Markus Caspari shares insights on pricing and performance....”
OpenAI
Anbieter von Foundation-Modellen, der KI-Software, APIs und Abonnements für Entwickler, Unternehmen und Endverbraucher vertreibt.
“OpenAI shows ads in ChatGPT free and Go tiers; VP Ads Dave Dugan comments on feedback....”
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