Observed Signal · May 4, 2026 · Policy Update · Source: OnlineMarketing.de · Impact: 4/5 · Sentiment: Positive
OpenAI Shares US ChatGPT User Data for Ads
OpenAI updated its privacy policy for US users to permit sharing data from ChatGPT with marketing partners and to enable cookies by default for free users to track activity outside OpenAI services. The company says conversation content will not be shared, but identifiers (cookie IDs, device information) may be used to build profiles and serve personalized ads inside ChatGPT and across the web. OpenAI previously announced ads in early 2026 and has begun rolling placements for free users in the US; it is also preparing pay-per-click ad formats and an Ad Manager for ChatGPT. The policy change was communicated to US users by email and is raising questions about transparency and how stricter EU rules (GDPR, DSA) might constrain similar deployments in Europe.
A major conversational AI platform updated privacy and tracking policies to enable personalized ads and cross-site tracking for US users, creating new ad inventory and targeting capabilities while raising regulatory and privacy implications for the advertising ecosystem.
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Key Takeaways & Evidence Grounding
- OpenAI updated its privacy policy to allow sharing certain ChatGPT user data with marketing partners for US users.
- OpenAI enables cookies by default for Free ChatGPT users in the USA, using identifiers (cookie IDs, device information) to build profiles.
- OpenAI states Chat conversations themselves are not shared with marketing partners, but behavioral signals and identifiers may be used for ad targeting.
- OpenAI introduced ads in early 2026 (initial US placements for Free and Go users in February; broader rollout in March) and is preparing pay-per-click ads and an Ad Manager for ChatGPT.
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OpenAI launches ChatGPT ads in UK, updates EU privacy policy
OpenAI has begun a UK pilot for ChatGPT advertising while updating its EU ads policy (added June 2) to require explicit user opt-in and to rely on consent — not legitimate interest — as the legal basis for processing personal data. Consenting users may receive personalized ads informed by past chats, memory, ad history and advertiser-provided data; non-consenting users will receive contextual, generic ads based on limited information such as conversation context, location and time. The UK rollout currently follows the US playbook: inventory is initially sold via OpenAI sales reps and the self-serve Ads Manager remains US-only (US advertisers can buy UK inventory through it). OpenAI executives and agency partners (including Zalando and Dentsu clients) are participating in the pilot. OpenAI projects large ad revenue growth, forecasting $2.5 billion this year and $102 billion by 2030.
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 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.
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