ChatGPT Ads Pivot Toward Conversions

As a journalist who still marks up media plans by hand, I keep returning to one point — Conversion bidding and email list uploads make ChatGPT feel like a performance channel.

I am less interested in keynote poetry than in the levers a brand can actually toggle before Friday’s budget meeting.

1. Define the conversion before you scale
2. Separate brand safety from performance tests
3. Compare incrementality, not vanity CTR

I still talk to strategists who celebrate a launch week and then skip the autopsy. That is how budgets vanish. Schedule the review before the campaign starts, while everyone still agrees what success meant.

Source: eMarketer. Numbers and product claims above come from that reporting; interpretation is mine.