Criteo offers ChatGPT ads in 89 countries as revenue falls 11%

ChatGPT is the fastest-growing partner, chief executive Michael Komasinski said on the call, and he was open about how young the spending is. Criteo has had 3,600 clients “on and off the platform”, which he explained as brands running a trial, pausing to evaluate it and returning for another. He said spend per client is up modestly and that the channel has yet to reach scale. AdExchanger notes that Criteo gave no revenue figure for this channel.

The only result Criteo offered came from Turkish Airlines: it says that one campaign raised site landings from ChatGPT ads by 183% and that people who saw the ads stayed 15% longer per visit.

Social, AI platforms and connected TV (ads on internet-connected televisions) now make up 13% of campaigns in Commerce Growth, Criteo’s suite of performance ads, up from 6% a year ago. That line holds all three channels, so it says little about ChatGPT alone.

On the audience side, ChatGPT’s Go card was the only assistant plan in our database mentioning ads when we read it on 31 October (our ChatGPT page).

With one airline’s numbers and no channel revenue, Criteo gives a holiday buyer no benchmark for ChatGPT ads, and it expects brands to experiment this season.