AdRoll Starts ChatGPT Ad Pilot for Select B2B Customers

AdRoll announced a pilot that enables a select group of customers to test advertising in ChatGPT. The pilot targets SMB, mid-market and B2B advertisers and positions the new format as one element of a broader multichannel strategy rather than a standalone test, according to Demand Gen Report.

Pilot Scope and Objectives

Participating advertisers receive campaign expertise and support to measure how ChatGPT placements fit into the customer journey and interact with existing media investments. The offering focuses on the middle of the funnel where options are discovered and preferences form. Advertising in ChatGPT is currently available only to a select group of AdRoll and AdRoll ABM customers.

Ad Format and Placement Rules

Ads appear below the end of a ChatGPT response when contextually appropriate or based on the user's experience. The placements do not influence the model's responses. OpenAI keeps user conversations private from advertisers and does not sell user data to advertisers.

Platform Investments Supporting the Pilot

The pilot extends AdRoll's multichannel platform work for the AI era. This includes privacy-forward measurement tools, connected TV and digital out-of-home channels, and Model Context Protocol integrations that connect AdRoll and AdRoll ABM with AI assistants and agentic workflows, according to Demand Gen Report. Existing customers can contact their AdRoll representative for pilot details.

Channel Context

Generative AI platforms are altering how buyers research products and evaluate solutions, creating opportunities beyond top-of-funnel awareness or bottom-of-funnel intent capture, according to Demand Gen Report.