On September 10 (local time), Amazon Ads, the advertising division of Amazon, announced a partnership with OpenAI to enable ad delivery within ChatGPT. The initiative is currently being implemented as a pilot program for a select group of advertisers in the United States.

Through this partnership, Amazon Ads advertisers will be able to extend their campaigns into ChatGPT's conversational ad slots. Ads are designed to appear as text or images below the responses within the ChatGPT app. Under this arrangement, Amazon Ads will provide ad purchasing and campaign management, while OpenAI's advertising system will handle the control of the actual delivery surfaces.

Ads are targeted at ChatGPT users and are currently limited to those on the Free and Go plans. Ads will not be displayed for users on paid plans, such as Plus and above. OpenAI explained that ads will be labeled and separated from the responses to ensure they do not influence the content of the answers.

For advertisers, the primary advantage is the ability to reach ChatGPT users while maintaining their existing Amazon advertising operational structures. It is reported that Amazon's first-party data can be used for targeting, and context hints will be provided to align ads with appropriate topics and conversations.

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