Conversational advertising
Advertising is becoming conversational.
ChatGPT is now an advertising channel with self-service access in 31 European markets. Impossible Solutions helps advertisers evaluate it, enter it correctly, measure it properly and learn faster.
A new advertising channel deserves a specialist built for it — not another line item on a traditional agency’s service list.
- Founder-led
- Europe-wide
- Independent of OpenAI
- Measurement-first
What we do
Specialist execution for a new high-intent advertising channel.
We do not claim to have discovered something nobody knows about. A new channel exists; entering it well is a matter of discipline. Our work covers four things.
- 01
Evaluate
Eligibility under OpenAI’s policies, availability in your markets, and whether the commercial case holds before any spend is recommended.
- 02
Enter correctly
Account readiness, campaign architecture, targeting strategy, creative built for a conversational context, and a launch that isolates learning.
- 03
Measure properly
Conversion tracking with the OpenAI Pixel and Conversions API, a success definition agreed before launch, and reporting you can defend internally.
- 04
Learn faster
Structured tests, documented findings, and an honest reading of the numbers — including the recommendation not to scale when that is what they say.
Why it matters
Search gave marketers keywords. Conversations reveal intent.
People increasingly work through a purchase inside an assistant: they describe a situation, compare options, rule things out and arrive at a shortlist in one conversation. A keyword told you what somebody typed; a conversation carries the problem behind it.
ChatGPT Ads places advertising in that context. It is bought through OpenAI’s Ads Manager, measured with OpenAI’s own conversion tools, and is open to self-service advertisers in 31 European markets. That makes it a channel to test now, not a thought experiment.
Ads and answers are separate
Per OpenAI, ads are labelled as sponsored, visually separated from the response, and run on systems separate from the chat model. Advertisers cannot shape, rank or alter what ChatGPT says. We would not work with anybody who expected otherwise: the value is in reaching a person at the moment their intent is formed, not in influencing what they are told.
How the service works
One operating lifecycle, run end to end.
Engagements follow the same sequence, whether we run all of it or plug into an existing team. Each phase produces a decision before the next one starts.
- 01
Assess
- 01Eligibility and opportunity assessment
- 02Market and commercial fit assessment
- 03Account readiness
- 02
Plan
- 04Campaign strategy
- 05Campaign architecture
- 06Targeting strategy
- 03
Build
- 07Tracking and measurement setup
- 08Pixel and conversion implementation where appropriate
- 09Creative and message development
- 10Campaign build
- 04
Run
- 11Launch
- 12Monitoring
- 13Optimisation
- 14Testing
- 05
Learn
- 15Reporting
- 16Learning capture
- 17Scaling where justified
How we work, in plain terms
- Your company owns and controls its advertiser account. We work inside it with the access you grant, and that access can be revoked at any time.
- Media spend is paid by you, directly to OpenAI, and is entirely separate from our service fees.
- Campaign results are not guaranteed. A new channel is exactly where guarantees would be dishonest.
- Suitability is evaluated before any spend is recommended, and early tests are sized to produce a readable result rather than a headline.
Why a specialist, this early
The expensive mistakes in a new channel are made in the first month.
Nothing about ChatGPT Ads is unlearnable. The question is whether you learn it on your own budget, slowly, or with somebody whose whole job is this channel.
- A first campaign structured to be read
- Separate budgets, objectives and targeting where they need to be separate, so that after four weeks you know which variable did what.
- Measurement right on day one
- Pixel and Conversions API in place, events deduplicated, attribution windows understood, before the first euro of media is spent.
- Signal separated from novelty
- Early channels produce numbers that flatter and numbers that mislead. Knowing which is which is most of the job.
- Disciplined budget allocation
- Enough to reach a decision, no more than that until the decision is made, and a plan for what happens at either outcome.
- Institutional knowledge that stays with you
- Everything is documented in your account and your language. If we stop working together, the knowledge does not leave.
- Knowing when not to scale
- The most valuable recommendation we can make is sometimes to stop. We make it when the numbers say so.
Measurement and disciplined testing
If it cannot be measured, it is an expense, not an experiment.
OpenAI provides a browser Pixel and a server-side Conversions API, standard and custom conversion events, click-through attribution and — where available for the account — view-through reporting. Campaigns can be optimised towards a tracked conversion event while still paying per click.
None of that is useful unless it is set up correctly and read correctly. Our measurement work starts before the campaign and ends with a written account of what was learned.
- 01Success is defined in writing before launch
- 02Server-side events wherever the site allows it
- 03One change at a time, judged over enough volume
- 04Cost metrics read only once they are finalised
- 05Every test ends with a decision: scale, change or stop
Who it may suit
Businesses where a considered decision meets a conversation.
Our initial focus is consumer-facing businesses where people research, compare and decide — and where a conversion can be measured.
- Consumer brands
- Ecommerce / DTC
- Travel and experiences
- Digital products
- Education
- Consumer applications
- Eligible local services
Advertiser eligibility, category rules and market availability are set by OpenAI’s advertising policies, not by us. Some categories are restricted or subject to strict eligibility criteria, and political advertising is not currently permitted. We confirm eligibility for your specific business during the assessment, before any commitment.
Who it may not suit yet
It is not the right moment for everyone.
We would rather say so at the start than discover it three months into a retainer. The channel is probably not ready for you if:
- You cannot yet measure a conversion on your own site or app
- You cannot fund a test large enough to produce a readable result
- You need guaranteed, immediate return on the first campaign
- You are looking for exposure rather than measurable outcomes
- You could not service a meaningful increase in demand
- You expect us to own or operate your advertising account for you
None of these is a judgement on the business. Several are things we can help fix first, which is often the more useful engagement.
Most of the value in a new channel goes to whoever learns it properly first.
Founding Advertiser Program
A limited first group of advertisers.
We are taking on a small initial group of advertisers while we build early, comparable benchmarks for this channel. The group is small because the work is hands-on and because benchmarks need careful, comparable setups rather than volume.
Founding advertisers get direct specialist attention and a documented view of what the channel does for their category — including the finding that it is not yet worth scaling, if that is what the data shows.
What founding advertisers get
Direct specialist attention
Founder-led work on your account, not a pooled delivery team.
Structured experimentation
Tests designed to answer one question each, in a sequence that builds.
Measurement-first setup
Pixel, Conversions API and success criteria in place before launch.
Close iteration
Short cycles, changes explained, results read together.
Documented learnings
A written record of what was tried, what happened and why, kept in your account.
Internal knowledge, early
Your team learns the channel alongside us rather than reading about it later.
What it does not include
- No preferential media pricing or cheaper clicks
- No guaranteed return on ad spend
- No exclusive access to OpenAI, inventory or accounts
- No promise of a first-mover advantage
FAQ
Questions worth asking early.
Answers about OpenAI’s product reflect official documentation as of the verification date shown on the explainer page. Where something depends on OpenAI policy or rollout, we say so.
What are ChatGPT Ads?
ChatGPT Ads are advertising placements that appear in ChatGPT, alongside a conversation and clearly labelled as sponsored. Advertisers buy them through OpenAI’s Ads Manager, target them by geography, platform, audience and conversational context, and measure outcomes with OpenAI’s Pixel and Conversions API.
It is a live channel with self-service access in 31 European markets, not a pilot. The details — formats, targeting controls, reporting — are defined by OpenAI and continue to develop.
Who can currently see ads?
According to OpenAI’s Help Center, ads may appear for people on the Free and Go plans; Plus, Pro, Business, Enterprise and Edu accounts do not see ads. Ads are not shown to accounts identified as belonging to people under 18.
Availability by market is set by OpenAI. We confirm the current position for your target markets during the assessment rather than publishing a figure here that may go stale.
Depends on OpenAI policy or rollout, which may change.
How are ChatGPT Ads bought?
Through Ads Manager, with a campaign objective of impressions (paying per thousand impressions), clicks (paying per valid click) or, where the account supports it, conversions — which optimises delivery towards a tracked conversion event while still charging per valid click. Bids can be fixed or left to OpenAI’s Maximize Results strategies against a daily budget.
Minimum budgets, bid limits and available objectives depend on the account and its currency.
Depends on OpenAI policy or rollout, which may change.
Is Impossible Solutions affiliated with OpenAI?
No. Impossible Solutions is an independent advertising company. We are not OpenAI, not owned by OpenAI, and hold no partner, agency, reseller or certification status from OpenAI. OpenAI has not endorsed us and we have no privileged access to its products.
We refer to ChatGPT, ChatGPT Ads, Ads Manager, the OpenAI Pixel and the Conversions API descriptively, to identify the products we work with. If that ever changes, we will say so explicitly.
Does advertising influence ChatGPT answers?
No. Per OpenAI, ads run on separate systems from the chat model, and advertisers have no ability to shape, rank or alter ChatGPT’s responses. Ads are labelled and visually separate from the answer.
If a prospective client’s goal is to influence what the assistant says about them, we are not the right partner for that work.
Who owns the advertiser account?
You do. Campaigns run in an advertiser account owned by your company, in your company’s name, with your company’s payment method. Media spend goes from you to OpenAI; our fees are invoiced separately.
We work inside your account with the access you grant. If we stop working together, the account, its history and its data stay with you.
How much advertising budget is required?
OpenAI sets daily budget minimums by account currency. Beyond that, the honest answer depends on your category, margin and how quickly you need a readable result.
What matters is whether the budget is large enough to produce a decision. A test that cannot reach statistical usefulness is an expense, not an experiment. We size it with you during the assessment, and we scope media budget and our fee separately and transparently.
Depends on OpenAI policy or rollout, which may change.
Can conversions from ChatGPT Ads be measured?
Yes. OpenAI provides a browser Pixel and a server-side Conversions API. Standard events such as purchases, leads and registrations, and custom events, can be attributed to ad clicks within a configured window, and — where available for the account — to impressions within a one-day view-through window.
Ads Manager reports impressions, clicks, spend, click-through rate, average cost per click and per thousand impressions, conversions, cost per action, and attributed purchase value where purchase events carry values.
Depends on OpenAI policy or rollout, which may change.
What businesses are eligible?
Eligibility is governed by OpenAI’s advertising policies. Ad creative, images and landing pages must comply, accounts and creatives go through review, sensitive or regulated categories such as health and financial services may be eligible only under strict criteria, and political advertising is not currently allowed. Self-service access through Ads Manager also depends on the country in which the advertising legal entity — the one that is billed — is based.
Our own initial focus is consumer brands, ecommerce and DTC, travel and experiences, digital products, education, consumer applications and eligible local services. We verify eligibility for your specific business before any commitment.
Depends on OpenAI policy or rollout, which may change.
Can you work with advertisers outside Hungary?
Yes. We are based in Hungary and work with advertisers across Europe, remotely by default, in English or Hungarian. Local-language creative is arranged per market.
The practical constraints are platform-side: whether self-service access is available for the country where your advertising legal entity is based and billed, and whether your category is eligible. We check both before proposing work.
Depends on OpenAI policy or rollout, which may change.
The channel is new. Your competitors won’t wait forever.
Applications are reviewed individually. If it is not the right time for your business, we will say so.
Impossible Solutions is an independent advertising company. We are not OpenAI, not owned by OpenAI, and not an OpenAI subsidiary, agency, partner or certified provider. OpenAI has not endorsed us and has granted us no privileged access. “ChatGPT”, “ChatGPT Ads”, “Ads Manager”, “OpenAI Pixel” and “Conversions API” are used descriptively to refer to OpenAI’s products.