OpenAI Adds Bulk Product Campaigns and Deeper Reporting to ChatGPT Ads – ALM Corp

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Home » News » OpenAI Adds Bulk Product Campaigns and Deeper Reporting to ChatGPT Ads
OpenAI announced several updates to ChatGPT Ads, and overall they lean in one particular direction. Advertising setup processes are being streamlined, reports get more in-depth, and the platform is expanding its presence around the world. However, the updates lean heavily towards satisfying the needs of e-commerce marketers, rather than anyone with a budget to spend on ads. Search Engine Land’s Paid Media Editor, Anu Adegbola, broke the news for us on September 30, 2026.
As far as revolutions go, there isn’t really anything revolutionary about the updates. New product verticals aren’t being introduced, and there doesn’t seem to be a major price update either. However, if you’re considering using ChatGPT Ads as a serious advertising platform, this list of updates should tick a lot of boxes you’d expect a competent demand-side platform (DSP) to have.
The main novelty of the update is the opportunity to create products in bulk. Using the spreadsheet, it is now possible to build multiple campaigns and ad groups in Ads Manager, and their templates will be automatically created. Previously, such a task would require much more effort.
This feature may become extremely useful for a large retailer who has thousands of items in their catalog. Such companies usually organize their catalog into tens or hundreds of categories, and for each of them, they may want to create separate campaigns or ad groups. This process is clearly time-consuming, as every detail needs to be entered one by one, while using this update, a company would be able to simply add a spreadsheet with the desired edits. According to Adegbola, this update could save substantial amounts of time for retailers that need to launch numerous campaigns and ad groups for their large product catalogs. Hence, one can say that this update has a great impact on the business of any retailer.
Product feeds are not a novelty in the program, as the capability to turn a structured catalog into campaigns and ad groups with all product images and descriptions was already available. However, now there is an opportunity to streamline the process and launch advertising much faster.
OpenAI is also planning to add product review status to the Products tab. As such, advertisers will see the progress of every product through the review process and understand what issues caused a product to be rejected.
Anyone who has ever dealt with shopping or feed-based advertising knows how frustrating it can be to have a product rejected without knowing why. This issue creates hours of guesswork in attempting to diagnose the problem, and for large feeds, a handful of misplaced or unreviewed products can be challenging to spot at a glance.
The new performance note, meanwhile, shows the general strength of product feed ads within OpenAI’s broader program: while the company does not give specific figures, the article states they have been among the “most profitable ads to date.” While it is, of course, only a small indication, it nonetheless serves as a significant motivator for any company looking to invest in the technology.
On measurement, the public Insights API can now return attributed conversion events beyond the campaign’s selected optimization goal. This is a short sentence, but it has a useful consequence.
Let’s say a campaign is opted to optimize toward one conversion event. The reporting on that campaign would traditionally be focused on that optimization goal. With this update, however, the advertiser can still retrieve attributed purchases via the Insights API, without the need to change how the campaign is optimized. In practice, that means you can keep your bidding signal simple while analyzing what else the campaign is capable of. It’s also a subtle acknowledgement of the way advertiser teams typically operate: optimize toward a single event but evaluate success based on a number of different events, and a reporting layer that allows to analyze both without requiring changes to the campaign setup is often easier to rationalize across teams.
OpenAI’s reporting API covers delivery, cost, product and attributed conversion metrics. This is a decent set for teams that want to integrate ChatGPT Ads data into their own dashboards or reporting stacks, and for agencies and platforms that want programmatic access instead of manual exports. The article notes that the API provides more sophisticated advertisers and platforms with said access to campaign data.
A smaller change, but worth noting: account control. Advertisers can now manage three names separately: the internal account name, the public-facing brand name and the registered legal name.
Agencies and multi-brand advertisers will probably like this change, as it allows to have an internal account label, a brand-facing name (the one actually seen by the consumer) and a legal name (which would be registered with the government). The three fields don’t have to be the same anymore.
But there is a catch, and it’s a big one. Changing a brand name will require review and approval before the changes take effect, and will pause serving of the ads until it is approved. Same goes for changing the legal business name: changes to this field require a business review, which can also lead to interruption of ad serving. These fields are not for the impatient: if you plan on renaming your business or your brand while your ads are running, consider the time needed for the review to take place, as your ads may get paused until then.
ChatGPT Ads are also rolling out to Indonesia, Malaysia, the Philippines, Singapore, Thailand, Vietnam and Taiwan. The result? Broader availability across Southeast Asia, as well as Taiwan.
OpenAI’s current Ads Manager availability page shows self-service access as available in all seven markets. This is important, as this implies that advertisers in these markets can set up and manage their own campaigns instead of waiting for a sales conversation to occur. The article doesn’t go into further detail about how the rollout will occur across each market, so advertisers in each of these countries should check out the availability page to see what their specific requirements are.
Considered separately, each these changes is small, but taken together they represent a major upgrade to the operational layer of the platform. Bulk uploads are faster. Review status identifies issues. The API provides greater access to the data. Separate name fields improve account management, and new markets offer a broader audience.
Adegbola’s interpretation is that OpenAI is rapidly accelerating the development of operational infrastructure around ChatGPT Ads and that therefore the platform is becoming easier to operate at scale. According to her thesis, the ability to create bulk commerce campaigns and to address product issues more thoroughly, along with more sophisticated measures of conversion and a wider geographic focus will give advertisers more reason to go beyond experimentation and test more sophisticated campaigns.
It’s a fair argument, but she greatly exaggerates the overall impact of these changes. Simplified operations remove some barriers to adoption, but say nothing about the value proposition for your business, which is what the article is not claiming to be. The only performance claims in the article are OpenAI’s comments about product feed ads, with no numbers provided.
Several important practical questions are left unanswered. The article does not state the spreadsheet format, any limitations regarding the number of campaigns or ad groups one upload may contain, or the general length of time a product review usually takes. It makes no mention of whether the change in Insights API affects all campaign types or only product feed campaigns, and gives no figures or costs related to any of these updates.
None of this is uncommon for an announcement of this sort, as such details are often found in documentation rather than news posts. Advertisers looking to use any of these new tools should review Ads Manager and OpenAI’s documents before designing a system of use around them. Particular care should be taken when reviewing naming change policies, as the expense of having to halt advertising due to an error falls largely on the advertiser.
What should e-commerce teams do based on this update? The primary consideration is the structure of their product feed: what format they currently use to upload spreadsheets and whether this approach is optimal for their catalog. Ideally, the category structure should be straightforward enough to make bulk tools more productive, but this is not explicitly stated, only implied. A pilot test would help
For measurement teams, the Insights API change is the most interesting one. The ability to attribute purchases to campaigns that have been optimized towards a different event is crucial for evaluating their impact.
For agencies, the changes to name controls and review rules are of particular importance. They may need to take a closer look at their active accounts before making any changes. And finally, for people in the newly supported markets, the self-service availability is the key takeaway.
Q1: What did OpenAI announce for ChatGPT Ads?
OpenAI introduced bulk product campaign creation, product review status, richer conversion data via the Insights API, separate account name management, and regional expansion to Southeast Asia and Taiwan.
Q2: How does bulk campaign creation work?
The advertisers can upload a spreadsheet in Ads Manager and generate multiple product feed campaigns and ad groups with templates using it.
Q3: What is the product review status feature?
The new feature is available in the Products tab. It allows viewing the products’ review status and the reasons for rejection for each item.
Q4: What can the Insights API return now?
It is possible to get attributed conversion events from the Insights API, even if they are not related to the conversion optimization goal.
Q5: What metrics does OpenAI’s reporting API support?
It supports delivery, cost, product and attributed conversion metrics.
Q6: What are the three account names advertisers can manage?
Three account names that can be managed by advertisers are internal account name, brand name, and legal name.
Q7: What happens if I change my brand name or legal name?
If a brand name is changed, the review of the account will be triggered again, and ads’ placements will be paused until it is approved. In case of a legal name change, the business review will be re-initiated and may also lead to the interruption of ads’ placements.
Q8: Which new markets can use ChatGPT Ads?
The new markets are Indonesia, Malaysia, the Philippines, Singapore, Thailand, Vietnam, and Taiwan. According to OpenAI’s availability page, self-service ads are available in all these countries.



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