Criteo is now the first ad tech partner integrating with OpenAI’s advertising pilot in ChatGPT (Free and Go, U.S.).
This is a structural shift.
For years, digital advertising has lived in search results, social feeds, and display inventory.
Now it’s moving into conversational interfaces where users are asking high-intent, decision-driven questions.
Data from 500 U.S. retailers shows that traffic referred from LLM platforms converts at 1.5x the rate of other referral channels.
That matters.
When discovery happens inside AI, the funnel compresses. Consideration becomes contextual. Intent becomes explicit. And performance marketing enters a new surface.
Criteo managing over $4B in annual media spend integrating into this pilot signals something bigger:
– Commerce media is expanding into conversational AI
– Retail and brand demand generation is evolving
– LLM platforms are becoming performance channels
