OpenAI is launching ChatGPT ads with a radical twist: instead of keyword targeting, they match ads to the vibe of your conversation. Early tests in seven countries show promise—brands like Speechify are seeing new customers—but others, like Launch10, are hitting roadblocks with limited tools and weak reporting. While features like self-service campaigns and location targeting are rolling out, advertisers must get creative describing product-fit scenarios. It’s a bold, early-stage experiment in AI-native advertising—potentially game-changing, but far from polished.

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