ChatGPT’s paid traffic is worth far less than Google’s
Paid ChatGPT visits generated 89 cents in revenue per session, compared with $2.45 from paid Google Search.
Search Advertising
More paid social ads won’t fix a creative problem
20 ads may all test the same idea. Better performance comes from changing the variables that give the algorithm something new to learn.
OpenAI adds visuals to ChatGPT ads
OpenAI is expanding ChatGPT ads with visual formats and better measurement, but bots are already inflating click through numbers.
OpenAI testing third-party-style tracking in ChatGPT ads
A persistent identifier could improve ChatGPT ad measurement while creating new questions about consent and the personal data behind it.
AI is telling consumers not to buy your product
Nearly 81% of consumers who use chatbots for online shopping have decided against a purchase based on AI guidance.
ChatGPT Ads are a tactical bet, not a platform strategy
Marketers have a short-term opportunity to test inexpensive inventory while keeping most of their resources on Google.
AI is changing media faster than marketers can measure it
IAB finds advertisers spending more and adapting to AI-driven discovery, but their ability to measure those new customer journeys is lagging.
OpenAI’s audacious ad revenue claim
OpenAI is making ChatGPT ads easier to buy. That's a long way from proving advertisers will spend the $100 billion it projects for 2030.
Run fewer incrementality tests and get more from them
Prioritize tests where uncertainty has real financial consequences, then use the results to guide decisions long after the test ends.
A 7-step guide to running ads on ChatGPT
ChatGPT Ads work differently from other ad platforms. Here’s what early campaigns reveal about CPCs, targeting, measurement, and performance.
Marketing artificial intelligence (AI)
OpenAI adds technology to compete for ad dollars
Product carousels and AppsFlyer attribution give ChatGPT more of what performance marketers need to move beyond experimental ad buys.
Time’s AI-only ads may be marketing’s next frontier
Time is serving ads directly to AI crawlers, a strategy that could reshape how brands influence AI-generated answers.
ChatGPT has no clear brand leader in most categories
Semrush found only 15% of ChatGPT categories have a consistent brand leader, underscoring how difficult AI visibility is to sustain.
Your best practices may already be outdated
AI is reshaping the assumptions behind decades of marketing strategy, making some familiar playbooks less reliable.
Don’t confuse ad spend with marketing performance
More budget doesn't guarantee better results. The strongest campaigns prove they work before they scale.
Marketing artificial intelligence (AI)
OpenAI tests multi-advertiser ad placements in ChatGPT
OpenAI is testing multi-advertiser placements in ChatGPT while adding new targeting and campaign tools that expand its ad platform.
Stop treating search and video as separate teams
The strongest campaigns connect creative, media, search, and measurement into a single demand generation strategy.
Why ‘it’s just SEO’ could cost the industry billions
Treating generative search as business as usual risks shrinking the very market search marketers should be expanding.
Can marketers navigate AI search’s trust cliff?
New research reveals a growing gap between how often people use AI search and how much they trust it.
Google adds AI shopping insights to Merchant Center
Google is giving retailers new AI visibility metrics in Merchant Center, offering a closer look at how products surface in conversational shopping results.
IAB Tech Lab tackles the growing AI bot problem
New guidance from IAB Tech Lab aims to help publishers and content owners decide how to manage AI crawlers, bots, and other non-human traffic.
The AI search shift changing B2B marketing metrics
Website traffic is losing ground as the primary success metric while AI visibility and lead quality take center stage.
Dell: Agents drive more ecommerce traffic, but conversions lag
Dell sees rising traffic from AI platforms, but the impact remains inconsistent as search continues to drive most ecommerce performance.
Why AI personalization comes with strict limits
Consumers are more willing to trade data for better recommendations, but they are very clear about what the red lines are.
Will AI end SEO?
From prompt engineering to data quality, SEO still depends on human input — even with AI's expanding capabilities.
Marketing artificial intelligence (AI)
IAB proposes new payment rules for AI content access
The IAB Tech Lab’s new protocol aims to create payment rails for AI systems using publisher content, potentially reshaping how information is valued online.
Revive old content to win in AI search
AEO traction may be hiding in your archive — here’s how to reformat evergreen content so AI models can quote, lift and surface it.
Airbnb says AI chatbot traffic converts better than Google
Early signals from Airbnb suggest visitors arriving via AI assistants are more likely to book, hinting at a major shift in how high intent traffic is discovered and measured.
Marketing artificial intelligence (AI)
OpenAI and Google reveal competing visions for AI ads
As AI becomes the front door to discovery, Google and OpenAI are taking very different paths to embed advertising into the experience.
For ChatGPT ads, behavior matters more than targeting
ChatGPT ads mark a shift from keyword intent to behavioral understanding, changing how relevance, creative and measurement work.
Google searches per U.S. user down nearly 20%
Data signals a tougher discovery era as AI cuts repeat searches, concentrates traffic, and leaves publishers with fewer opportunities.
Are ChatGPT ads worth NFL-level money?
OpenAI thinks ads in conversations are more valuable than clicks, but marketers have big questions about data, attribution and whether the price is worth it.