ChatGPT Ads Gets oCPC Campaigns, AAM Default, and Product Carousels

OpenAI has pushed a batch of updates to ChatGPT Ads focused on conversion performance. Product feed campaigns now support oCPC (conversion-optimized cost-per-click) bidding in beta, Automatic Advanced Matching will become the default for all new pixels immediately and roll out to existing pixels on August 17, and a multi-product carousel format is in testing. New measurement integrations with Triple Whale, Sonar Optimize, and Hightouch are also live, with Brazil and Mexico set to join the platform within the week.

What happened

Feature	Detail
oCPC campaigns	Beta, available for product feed campaigns; optimize toward conversions while paying per click
AAM default (new pixels)	Automatic Advanced Matching on immediately for all new web pixels
AAM default (existing pixels)	Auto-enabled August 17 unless advertisers opt out beforehand
New measurement integrations	Triple Whale, Sonar Optimize, Hightouch
New ad format	Multi-product carousel for product feed campaigns (testing)
New markets	Brazil and Mexico, launching within the coming week

OpenAI has rolled out several updates to ChatGPT Ads at once, touching bidding, attribution, measurement, and creative formats. The headline addition is oCPC (conversion-optimized cost-per-click) bidding in beta for product feed campaigns. Unlike standard CPC where you pay per click with no conversion signal guiding the algorithm, oCPC feeds conversion data back to the system so it can prioritize clicks more likely to result in a purchase or lead. Advertisers can clone an existing CPC campaign into an oCPC campaign or build them in bulk, which cuts migration time.

Alongside that, OpenAI added dynamic URL parameters. These automatically append campaign, ad group, and ad IDs to landing page URLs, making it easier to trace traffic back to specific ads inside analytics tools without manual UTM setup.

Measurement integrations and pixel improvements

Three new third-party connections are now available. Triple Whale (a multi-channel attribution tool popular with direct-to-consumer brands) can now pull in ChatGPT Ads data alongside spend from other channels. Sonar Optimize can send richer conversion signals back to OpenAI. Hightouch, a data activation platform, can push conversion events directly into ChatGPT Ads for both measurement and optimization.

Pixel diagnostics inside Ads Manager have also been improved. Advertisers can now see specifically why a conversion event was rejected, along with recommendations on fixing the implementation. This matters because bad pixel data is one of the most common reasons automated bidding underperforms.

Automatic Advanced Matching (AAM) is the bigger structural change. AAM hashes and sends additional customer data (such as email addresses or phone numbers from form fills) to improve event matching when cookies are limited. It goes on by default for new pixels now and kicks in for existing pixels on August 17. If you have privacy or compliance reasons to keep it off, you need to opt out before that date.

Why it matters

ChatGPT Ads is still a young platform, but OpenAI is clearly pushing it toward feature parity with Meta Ads and Google Ads on the performance side. oCPC is the same core mechanic that powers automated bidding on those platforms. AAM is analogous to Meta’s Advanced Matching. Adding carousels brings the creative format closer to standard ecommerce ad units.

The Latin America expansion (Brazil and Mexico) signals that OpenAI is not treating ChatGPT Ads as a US-only experiment. For advertisers already running campaigns on the platform, these markets open new inventory without needing a separate setup.

If you manage Google Ads or performance advertising for clients, the Triple Whale and Hightouch integrations are worth noting. Both tools are already in many DTC stacks, so connecting ChatGPT Ads to them is low-friction.

Our take

OpenAI is doing the unglamorous but necessary work of building a real ad platform. oCPC, AAM, and pixel diagnostics are table stakes for performance buyers, and the fact that ChatGPT Ads is catching up quickly means it will start appearing in serious media plans sooner than most expect.

That said, “beta” on oCPC matters. Conversion-optimized bidding only works well once the pixel has collected enough conversion data to train on, and ChatGPT Ads is still a low-volume channel for most advertisers. Expect the first few weeks to be a learning phase with unpredictable CPAs (cost per acquisition).

The AAM opt-out deadline of August 17 is the most time-sensitive item here. If you or a client has reasons to restrict first-party data sharing on this platform, act before that date. Otherwise, it turns on automatically. We cover other platform-level changes like this regularly in our AI and advertising news section.

For ecommerce advertisers, the multi-product carousel format in testing is worth watching. If it performs like carousel ads on Meta, it could meaningfully improve click-through rates on product feed campaigns once it exits testing.

What to do about it

1. Check your ChatGPT Ads pixel setup now and decide whether to opt out of AAM before August 17.
2. If you run product feed campaigns, request access to the oCPC beta and let it run alongside your existing CPC campaigns to compare CPAs.
3. Connect Triple Whale or Hightouch if they are already in your attribution stack; the integration is now native.
4. Review Ads Manager’s new pixel diagnostics to fix any rejected conversion events before expanding budget.
5. If you target Spanish-speaking audiences, add Brazil and Mexico to your campaign geo settings once the markets go live this week.

The August 17 AAM deadline is the only hard action item with a clock on it: review your data-sharing settings before it arrives.

Source: Search Engine Land