Equativ Adds ChatGPT Ad Campaign Support Across 12 Markets

Brands and agencies can now activate ChatGPT ad campaigns through Equativ in 12 markets, the ad-tech company said Tuesday. The arrangement makes Equativ a technology partner for ChatGPT Ads and pairs that access with a new tool intended to recommend campaign targeting and creative.

The practical change is a new intermediary between advertisers and ChatGPT’s ad product. Equativ says brands and agencies can use its platform to activate campaigns, while its Equativ Ad Studio recommends a customized strategy for reaching audiences at different stages, from discovery through purchase intent.

A partner route into a still-new ad platform

That setup follows OpenAI’s approach to expanding ChatGPT advertising. In May, OpenAI said advertisers could buy through partners or a beta self-serve Ads Manager, describing partners as support for campaign budgets, bidding and advertising creative.

Equativ Ad Studio is intended to help advertisers make those planning choices before a campaign reaches OpenAI’s advertising system. Equativ says it built the tool from its contextual-advertising experience and lessons from live ChatGPT Ads campaigns.

Coverage spans four regions

Equativ said the partnership covers 12 markets where ChatGPT is available. The list spans North America, Latin America, Europe and Japan, giving advertisers a common campaign-activation route across several markets.

• Americas: Brazil, Canada, Mexico and the United States.
• Europe: Belgium, France, Germany, Italy, Poland, Spain and the United Kingdom.
• Asia: Japan.

Buying and measurement are evolving too

OpenAI says ChatGPT’s ad system is still early. It supports cost-per-click and impression-based buying, plus tools intended to measure purchases, leads and sign-ups after engagement. Advertisers receive aggregated performance insights rather than individual conversations or personal details.

For advertisers, Equativ offers outside campaign support in a conversational ad setting. Its recommendations are an advertiser-facing capability, not evidence that campaigns will perform better; that claim will be tested as campaigns run.