ChatGPT Ads rolls out automated bidding and expands into Latin America

ChatGPT Ads has introduced a new set of features for advertisers: an automated bidding strategy called "Maximize Results," platform-level targeting controls, and view-through conversion reporting. At the same time, the platform is expanding into the Brazilian and Mexican markets.

The updates give advertisers more control over where their campaigns appear, while also bringing more automation to bid management. Instead of manually managing every bid, advertisers can now simply select a campaign objective, and ChatGPT Ads will automatically set and adjust bids to extract the most results from an existing budget.

The platform-level targeting setting lets advertisers choose, when building a campaign, where their ads will run — on the iOS app, the Android app, or the website. That's particularly useful for advertisers who've noticed a meaningful gap in conversion rates or customer value between mobile app and web traffic.

ChatGPT Ads Manager now also factors in one-day view-through conversions at the campaign, ad group and individual ad level — meaning that if a user sees an ad and makes a purchase within a day, even without clicking it, that action is now captured in the reporting. In addition, a WorkMagic integration lets advertisers track ChatGPT campaign performance alongside other ad channels in one place, while the Conversions API lets them feed conversion signals back to OpenAI.

These updates give advertisers new ways to optimize and measure campaigns, but they also raise familiar questions about automation and attribution: advertisers will want to keep an eye on how the "Maximize Results" strategy performs against more controlled bidding methods, and how much of the reported performance lift now comes from previously invisible view-through conversions becoming visible.