OpenAI is expanding ChatGPT Ads with new visual formats, a redesigned conversions page and weekly performance emails for advertisers with active campaigns. The changes give advertisers more ways to present ads and check how campaigns are performing, rather than leaving the work to a dashboard and crossed fingers.
OpenAI Watch analysis
What happened
The new visual formats include wider cards and larger images on desktop, plus more prominent full-width images on mobile. OpenAI is also testing a multi-image format. The tests use existing campaigns and creative, so advertisers do not need to take action, according to an email described by Search Engine Roundtable.
The conversions page now brings event volume and trends, the share of active campaigns optimising for conversions, and warnings linked to the Diagnostics tab into a visible overview. Active advertisers will also receive weekly summaries with week-on-week changes and a link to full results in Ads Manager.
OpenAI has added measurement partners Northbeam, DV Rockerbox and INCRMNTAL, as well as mobile measurement partners Kochava, Tenjin and Airbridge. Advertisers can now report bugs or send product feedback from the Ads Manager account menu. Read the Search Engine Roundtable report.
Why it matters
Taken together, the additions address the everyday mechanics of buying ads: how they look, how results are displayed and which outside services can help measure them. Weekly summaries may make performance changes easier to spot, while the refreshed conversions view puts campaign activity and warnings in one place.
That is useful housekeeping for a young ad product, though better dashboards do not by themselves establish that an advert is effective. Advertisers will still need to judge results against their own goals.
Our read
This is a practical expansion, not a reinvention of advertising. The most useful changes may be the least glamorous: clearer conversion reporting, regular performance summaries and more measurement options. We would start by checking whether those additions give a team a better read on results, rather than assuming a larger image has made the campaign cleverer.
What to watch
- When the multi-image format becomes available beyond testing.
- Whether the new conversion overview helps advertisers spot useful trends and warnings.
- Which measurement partners advertisers adopt, and whether OpenAI adds more.
Discussion spark: For evaluating an ad campaign, which matters more: clearer reporting inside the platform or the freedom to measure results with outside partners?
Sources and evidence
- OpenAI ChatGPT Ads New Visual Ad Formats, Updated Conversion Page, Performance Emails & More (19 October 2026, 11:11 UTC)
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