ChatGPT ads reach shoppers early in decision process
ChatGPT ads have grown to more than 200,000 ad placements since OpenAI began selling ads on the platform – making this the first holiday season that paid search spans three distinct engine-type platforms, reports MediaPost.
According to MediaPost, Adthena, a London-based AI intelligence platform, released its Holiday AI Paid Search Report, an analysis of paid-search activity across ChatGPT, Google AI Overviews and AI Mode, and traditional Google Search.
The report found that ChatGPT advertising continues to grow. Between June and September 2026, Adthena tracked 204,489 ChatGPT ad placements.
Its advertiser base grew by nearly six times the size in a two-month period, and Adthena expects that growth to continue.
Apparel, consumer electronics, and travel drove about 95% of placements, while toys and games were the fastest-growing category.
According to MediaPost, ChatGPT ads "reached shoppers early in the decision process, according to the data. These ads often appeared against early-stage research queries rather than purchase-ready searches, including 83% of beauty ads, 69% of travel ads, and 67% of toys and games ads.
"Adthena analysts suggests this type of strategy makes ChatGPT a discovery channel – not just a conversational or conversion channel."
