Published on: August 20, 2026
OpenAI is expanding ChatGPT Ads to 31 European countries, marking the platform’s largest advertising-market expansion to date. The rollout will include markets such as Germany, France, Spain, Italy, Sweden, Norway, Denmark, the Netherlands and Austria.
Initially, advertisers in these markets will access ChatGPT Ads through OpenAI’s Ads Solutions team, agency partners and technology partners. Self-service campaign management through Ads Manager is expected to become available later in the summer.
The expansion gives marketers another channel to engage consumers while they are researching products, comparing options and making purchase decisions. Unlike conventional keyword-based advertising, ChatGPT Ads are designed for environments where users provide detailed context about their needs, preferences and objectives.
OpenAI said the advertising offering is aimed at supporting broader access to ChatGPT by helping fund free and lower-cost access. Ads will be available only to users on the Free and Go plans, while Plus, Pro and Enterprise subscriptions will remain ad-free.
The company has also highlighted privacy and user-control measures as key elements of its advertising approach. Ads are clearly identified and kept separate from ChatGPT’s responses, while conversations remain private from advertisers. Advertising does not influence the answers generated by ChatGPT.
Since beginning its US advertising pilot in February 2026, OpenAI has expanded ChatGPT Ads into eight additional markets. The addition of 31 European countries represents its largest expansion since the programme began.
The company has also expanded the platform’s capabilities beyond traditional CPM and CPC buying models. Advertisers can now use conversion optimisation, geo-targeting and custom audiences to improve campaign relevance and performance.
Measurement capabilities have also been expanded through the OpenAI Pixel, Conversions API and third-party measurement integrations, allowing advertisers to assess campaign impact beyond clicks.
OpenAI said tens of thousands of marketers have already advertised on ChatGPT, while the company continues to develop additional formats, optimisation tools and measurement solutions.
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