Guess Its AdsGPT Now?
Recorded: Jan. 23, 2026, 8 a.m.
| Original | Summarized |
Guess Its AdsGPT Now? | AdExchanger
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PODCAST: The Big Story Friday, January 23rd, 2026 – 1:00 am
Fast-forward to last week, and OpenAI officially announced (on the Friday before a long holiday weekend, no less!) that it would soon be testing ads within its search chatbot. “AI is such a big revolution that I think when you look back at it, you will not look at the delta between [Google] AI Overviews, Perplexity and OpenAI as that long of a time difference,” says Nelson.
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Popular Programmatic Amazon looks to support a more collaborative programmatic ecosystem now that the APS Prebid adapter is available for open beta testing. Measurement A jury in California awarded $18.3 million to video measurement firm iSpot to resolve its lawsuit against EDO, a measurement company co-founded by actor Ed Norton. Publishers Gamera, a media quality measurement startup for publishers, announced on Tuesday it raised $1.6 million to promote its service that combines data about a site’s ad experience with data about how its ads perform. CTV Netflix beat its revenue expectations for last year, ending 2025 with $42.5 billion in revenue, a 16% year-over-year jump. Of that, $1.5 billion came from advertising. AI Ad industry experts call out trends to watch in 2026 and separate the real AI use cases having an impact today from the AI hype they heard at CES.
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This AdExchanger article, “Guess Its AdsGPT Now?” published on January 23rd, 2026, discusses OpenAI’s upcoming testing of advertisements within its ChatGPT chatbot. The piece highlights several key developments and perspectives within the advertising and technology industries. Sam Altman’s statement about ads as a “last resort” to ensure universal access to services is central to the discussion, illustrating OpenAI’s potential motivations for incorporating advertising. Jonathan Nelson, CEO of Omnicom Digital, offers a broader perspective, suggesting that the speed of change in AI—comparing it to the relative shifts between Google’s AI Overviews, Perplexity, and OpenAI—will ultimately diminish any initial concerns held by established players like Netflix, which once vehemently opposed advertising. The article details a series of related developments. It notes that the timing of OpenAI’s announcement—the Friday before a long holiday weekend—was strategic. Furthermore, it outlines reactions from various industry stakeholders including advertisers, agencies, and technology vendors, revealing the buzz surrounding the forthcoming platform. The discussion incorporates the perspectives of companies like Netflix who have reconsidered advertising as the landscape shifts. Beyond OpenAI’s strategy, the article provides context through several other industry news items. It notes the rising influence of retail media, exemplified by People Inc.’s rebranding and its continuing challenges with Google search traffic. It details the acquisition of MikMak by SPINS, a CPG data seller, emphasizing the growing importance of commerce media. It also reports on Amazon’s deployment of its Prebid adapter, signaling a push towards enhanced programmatic ecosystem collaboration. A media quality measurement startup known as Gamera raised $1.6 million to protect the Open Web’s Media Quality. Additionally, the piece includes a roundup of other relevant developments, such as Netflix’s significant ad revenue growth, a jury’s ruling awarding iSpot a $18.3 million payout over data misuse claims against EDO, and an analysis of real versus hype surrounding AI trends at the CES 2026 event. The article concludes by referencing the launch of Pinch AI, a startup targeting e-commerce return scams and highlights the acquisition of MikMak by SPINS to further emphasize the evolving landscape of commerce media. The overall piece provides a snapshot of the industry's anticipation and adjustments surrounding the introduction of advertising to a leading AI conversational platform. |