Adform Named Technology Platform Partner for ChatGPT Ads in Europe
More than 40 markets already carry ChatGPT Ads, including the United States, the United Kingdom and Canada, and Adform has been named a technology platform partner supporting the rollout across Europe. Every week, over one billion people use ChatGPT to research, compare, plan and make decisions, and Adform says early client adoption in Europe is already building momentum. Volkswagen and Vodafone are testing the format through Adform. Marian Hanke, Vodafone's senior online marketing manager, said testing a new channel "is not just about being early," and that running ChatGPT Ads through Adform lets Vodafone connect the results to its broader campaign measurement.
Campaigns run through Adform get measured against the same reporting used for the rest of a media plan, keeping a brand's ChatGPT Ads results inside its usual measurement view alongside the rest of its spend. Vodafone frames its test as a way to decide how it scales the channel, and Volkswagen's Petter Mååg, the brand's digital media online sales manager, says the aim is to see how Volkswagen can engage meaningfully as consumer behaviour shifts toward AI-powered decisions, alongside its existing media investments. Planners weighing early budget against a new, unproven surface get a way to compare ChatGPT Ads against the rest of a plan using the numbers they already track.