Observed Signal · Sep 8, 2026 · Market Signal · Source: Sirdata · Impact: 3/5
Enable OpenAI Consent Mode!
Sirdata announces the launch of OpenAI Consent Mode, enabling automatic transmission of consent to the OpenAI Ads pixel.
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OpenAI Builds Foundations for ChatGPT Ads in EU
OpenAI has updated its ChatGPT conversion-tracking pixel with features aimed at meeting European privacy rules, adding a consent-management mechanism, a country field and options for advertisers to flag or exclude specific conversion actions. The change stops tracking if consent is withdrawn. The pixel is still maturing: it currently measures only the last action before a conversion, is being rolled out as a managed implementation service, and lacks more advanced attribution features and timelines. Observers say the update shows OpenAI is designing its ad stack with EU jurisdictional and consent requirements in mind. OpenAI’s ChatGPT ads pilot is expanding beyond the U.S. to Canada, Australia and New Zealand, and the company is recruiting ads executives in London and Tokyo. OpenAI did not respond to requests for comment.
OpenAI Begins Sharing User Data with Advertisers
OpenAI updated its U.S. privacy policy on April 30, 2026, formalizing data-sharing practices that position the company more explicitly as an advertising platform. The policy changes state OpenAI is receiving purchase data from advertisers to measure ad effectiveness, sharing user information with external “marketing partners” for third‑party ad targeting, and using user data to market its own products. The company also renamed its vendor disclosure category to include "marketing partners," signalling deeper relationships with outside ad tech vendors beyond traditional service providers. The reporting notes this shift comes as ChatGPT uninstalls are rising and underscores new measurement and privacy implications for advertisers, platforms, and regulators.
OpenAI Says It’s Now in the Advertising Business
At its first appearance at Cannes Lions, OpenAI unveiled a new advertising product and experience, signaling a formal move into advertising. Dave Dugan, OpenAI’s head of global ads solutions, described the product as an “entirely new ads product” and outlined goals to measure ads by usefulness rather than attention. OpenAI presented ads as a way to subsidize access for free and lower-priced tiers, and said it has more than 900 million weekly active users with roughly 20% of queries showing commercial intent. Since February the company has run a U.S. ads pilot, rolled out an ad manager in beta, expanded to the UK and Australia, added conversion tracking, and shifted from CPM-only to also offering CPC, which now represents the majority of spend. OpenAI emphasized guardrails, including not sharing conversational data with advertisers.
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