OpenAI has just made a notable move in ChatGPT's commercialization roadmap: officially testing a format ChatGPT image ads (Visual Ads) and partnering with a range of independent measurement partners. Instead of only displaying small sponsored text citations as before, brands can now bring product images, services, and experiences directly into the user's interaction space.

For businesses seeking cost optimization solutions across advertising services multiple platforms, this move opens up a completely new access channel. According to an in-depth report from Search Engine Land, ,.

the trial will begin in the US market at the end of October 2026 with a selected group of advertisers before expanding globally.

How do Visual Ads on ChatGPT work? The biggest difference in this update lies in the ad placement. Instead of being randomly inserted into conversations and causing disruption, OpenAI is testing a visual format directly within the process of.

image generation.

When users submit prompts asking AI to create images, design posters, or illustrate ideas, an image-based advertisement card will appear alongside while processing is underway. The ad is clearly labeled as Sponsored and completely separated from AI-generated creations, ensuring transparency and avoiding user confusion.

What makes this placement smart? When users create images, they are in a highly focused visual mindset. The image rendering wait time also creates a natural dwell time, allowing brand messages to be fully absorbed without feeling like a harsh interruption.

Compared with running conventional display ads on Google Display Network or banners scrolling past on social media, ChatGPT ads reach users at the exact moment they are looking for creative ideas or specific solutions.

Measurement and attribution ecosystem: The shift toward Performance Marketing One of the biggest barriers that previously made Media Buyers hesitant about advertising on AI chatbots was the question: Does spending money here actually generate revenue, or is it only a measurement illusion?.

OpenAI has addressed this challenge by collaborating with a large-scale network of measurement and attribution partners.

• Specifically, the system has been comprehensively upgraded across three core areas: Integration of first-party conversion data:.
• Through CDP platforms such as Hightouch, Tealium, and LiveRamp, businesses can directly synchronize customer data, shopping behavior, and orders from CRM systems into ChatGPT Ads. Expansion of conversion attribution partner network:.
• A wide range of leading AdTech names such as AppsFlyer, Triple Whale, Adjust, Rockerbox, Northbeam, Branch, Singular, Kochava, Airbridge, and Tenjin have been integrated to track the customer journey across mobile apps and websites. Measuring actual incremental impact (Incrementality Testing):.

Working with Haus, Measured, WorkMagic, Fospha, and INCRMNTAL to conduct geo-based holdout tests. This helps brands accurately determine the actual additional orders generated from ChatGPT instead of confusing them with organic purchases. Negative Phrases Alongside conversion effectiveness, brand safety standards (Brand Suitability) are also prioritized. OpenAI has begun testing with DoubleVerify (DV) and Integral Ad Science (IAS) to evaluate the display environment. The feature.

(negative phrase) allows advertisers to proactively exclude sensitive contexts, while measurement partners verify safety without needing access to users' private conversations.

The advertising battle shifts: From keywords to conversational context Digital advertising is experiencing a structural transformation. Google dominates through Search Intent, Meta leads through Behavioral & Interest Targeting. Meanwhile, OpenAI is holding a new gold mine:.

Conversational Intent running ChatGPT ads When talking with ChatGPT, users do not simply type a few scattered keywords; they reveal detailed problems, desires, budgets, and specific situations. If you have followed the campaign-building process through the article.

previously, you will see that the platform is evolving from early experiments into a true Performance Marketing channel.

Combining deep conversational intent with vivid visual formats allows brands to tell product stories exactly when customers need solutions most. A travel brand can display tour packages when users ask AI to plan a vacation itinerary; or a furniture brand can suggest desk designs when users create a living room layout.

What should Vietnamese businesses and Marketers prepare?

1. Although ChatGPT image advertising has only started testing in the US market, businesses and marketing teams in Vietnam should not simply stand aside and observe. There are three things to prepare from today: Standardizing customer data (First-party data):.
2. The era of dependence on third-party cookies has ended. Invest in building a well-organized CRM system and combine automation flows to collect and clean real conversion data. Building a high-quality visual asset library:.
3. Visual Ads formats require images to be sharp, intelligently composed, and able to communicate messages within seconds. Poorly designed images will quickly be ignored by AI users. Multi-touch Attribution mindset:.

Do not only look at short-term last-click metrics. Start becoming familiar with Incrementality testing models and incremental measurement to properly evaluate the value of each touchpoint in the marketing funnel.

Optimizing advertising campaigns to stay ahead of trends with DPS.MEDIA.

Digital advertising is changing every day under the impact of artificial intelligence. Brands that quickly adopt new formats and build standardized data tracking systems will always maintain a leading advantage in conversion costs. At DPS.MEDIA, we accompany businesses in implementing comprehensive digital marketing strategies — from optimizing multi-channel advertising on Google, Facebook, and TikTok to building data infrastructure and automating operational processes. Our experienced technical team and specialists are always ready to advise solutions that best fit your resources.