📰 ChatGPT Ads, Microsoft Advertising and Amazon Ads news

At unBoxed 2026, Amazon announced Amazon Ads Agent, a unified platform with agentic AI combining the former Ads Console and Amazon DSP, along with new Full-Funnel Campaigns and DVA+.

OpenAI emailed advertisers announcing bulk creation of product feed campaigns from a spreadsheet, a new product review status, and richer conversion data through the Insights API.

Amazon announced Sponsored Services to connect shoppers with local service providers (with Yelp as the anchor partner) and generative AI creative tools built directly into the Amazon Ads Agent conversational experience.

OpenAI is testing 'Sponsored Agents', a feature letting users start conversations with company agents directly from ads, alongside new AI-assisted ad creation tools in Ads Manager and integrations with HubSpot and Shopify.

Optimization experiments now cover Search, Shopping, Audience and Performance Max campaigns, with a unified side-by-side results page to compare against the original setup and apply winning changes. LinkedIn company lists were also expanded from 1,000 to 10,000 names.

Full-Funnel Campaigns combines sponsored ads, display, video and streaming TV into a single AI-managed campaign, and is now available to all US advertisers selling on Amazon.

The FTC and 22 state attorneys general are suing Amazon, alleging it secretly overcharged advertisers in its search ad auctions for more than seven years, rising from 30-40% of auctions in 2021 to about 80% by 2024.

Amazon and OpenAI launched a managed-service pilot placing Amazon DSP ads inside ChatGPT responses, with product feed ads auto-generated from Amazon catalogs, US-only at launch.

Amazon Ads introduced a new tier of tools on its Ads MCP Server allowing third-party AI agents to access specialized capabilities; the first, the AMC SQL Generator, translates natural-language requests into validated Amazon Marketing Cloud SQL queries and is now in closed beta in the US.

Amazon Ads unveiled its new "Amazon Ads Agent" platform at unBoxed 2026, replacing the former Ads Console and Amazon DSP with three campaign types: Sponsored Ads, Display, Video and Audio+ (DVA+), and Full-Funnel Campaigns, all powered by AI with a natural-language chat experience.

An industry analysis confirms that, as of September 2026, self-serve access to ChatGPT Ads Manager is available in 63 countries, including all EU member states, the UK, Switzerland, Norway, the US, Canada, Japan, India, Brazil, and the UAE.

OpenAI announced new AI-powered advertising tools, including Sponsored Agents that let users converse with a business after clicking an ad, plus AI-generated creative assistance and HubSpot and Shopify integrations.

Starting January 12, 2027, Microsoft Advertising will remove access to the MaxCpc field in the API for new campaigns and existing campaigns that do not currently use it. Advertisers relying on scripts, bulk uploads, or bid management tools using MaxCpc should review their setups ahead of the deadlin

Microsoft has removed the limited release restriction for Excluded content terms within its Microsoft Advertising platform. Advertisers can now block ads from appearing alongside unwanted page titles by specifying up to 1,000 terms at account or campaign level. Campaign-level terms apply across all

Microsoft Advertising has updated its bid strategies to allow setting a maximum CPC for portfolio strategies. The prior restriction to campaign-level only configurations has been lifted, and the eligible strategies list has been removed. Previously, maximum CPC was limited to campaigns using Enhance

According to a report, on September 16, a week before the expansion, OpenAI introduced so-called Sponsored Agents along with new Ads Manager features, broadening the ad platform's capabilities.

Starting August 10, Amazon Sponsored Products campaigns began serving inside Amazon Influencer Program creator content with no advertiser action required, sparking controversy over the lack of clear notice about the expansion.

Microsoft Advertising's recent API update introduces several enhancements, particularly for tool builders and script users. Among the changes, a new Search Term Landing Page Report has been added, providing deeper insights into ad performance. Additionally, the update allows for campaign-level devic

OpenAI introduced new controls in the Admin Console allowing global admins of ChatGPT Enterprise, EDU, and Business organizations to manage whether connected applications can access ChatGPT Ads. Both new permissions are off by default during the admin preview.

OpenAI noted that advertisers can access ChatGPT Ads in the new markets through its Ads Solutions team and agency partners including dentsu, Havas Media, Omnicom Media, Publicis Groupe and WPP.

OpenAI told MARKETECH APAC that the decision to expand to Southeast Asia and Taiwan stemmed from strong advertiser interest in the region, including its waitlist, and lessons learned from previous market launches.

Ahead of the Southeast Asia expansion, it was reported that adtech company Equativ became a technology partner for ChatGPT Ads, including campaign support in Japan.

With the new expansion, OpenAI began rolling out ChatGPT Ads in Indonesia, Malaysia, the Philippines, Singapore, Thailand, Vietnam and Taiwan, and opened self-service buying to businesses in all seven markets from day one, unlike the earlier India launch.

Amazon Ads launched location-based interactive video ads and 'Next Up' ads that appear between episodes on Prime Video, expanding its streaming advertising offering in Australia.

OpenAI released the ChatGPT Ads app for Shopify, letting merchants connect their store to Ads Manager, automatically sync their product catalog, and set up the OpenAI Pixel.

OpenAI announced the expansion of ChatGPT Ads to Indonesia, Malaysia, the Philippines, Singapore, Thailand, Vietnam, and Taiwan, surpassing 60 countries with platform availability. Eligible businesses can access the self-serve Ads Manager from day one.

OpenAI introduced to select clients a new AI-native ad format that, when the call-to-action button is clicked, opens a branded chat with the brand's AI agent instead of sending users to an external website.

Microsoft Advertising is testing Copilot Audience Generation, a new feature available in closed beta for Audience campaigns in the US, Canada, UK, and Australia. Advertisers can use natural language to describe their ideal customer, and Copilot will generate a custom AI-driven audience along with it.

At its 2026 Upfront, Amazon Ads highlighted its authenticated audience graph covering 90% of U.S. households and being named the only leader in omnichannel advertising by Forrester, alongside growth in Prime Video viewership.

Bing is testing a "Top Pick" label on its sponsored result product carousels, highlighting a potential new way for products to stand out in search results. The "Top Pick" label is prominently displayed in the product carousel, potentially drawing more eyes to specific listings. This update was shared.

According to an update of OpenAI's Ads Manager availability table, ChatGPT Ads now operates in 52 countries, with ads matched to users based on conversation topic, chat history, and past ad interactions.

OpenAI confirmed that its HubSpot (first CRM partner) and Shopify (first commerce partner) integrations are live for US businesses and will expand to markets where ChatGPT Ads is available starting September 23.

A platform update roundup notes that the biggest recent ChatGPT Ads changes are new Shopify and HubSpot integrations, alongside the testing of Sponsored Agents that let users chat directly with a brand's own agent.

OpenAI CFO Sarah Friar described the text/image answer-based ad units (launched September 10 via Amazon DSP and Adform) as a "basic starting point" compared to the new Sponsored Agents.

Microsoft Advertising has launched a HubSpot integration designed to connect advertising activity with CRM data and enable closed-loop marketing. Advertisers can track, measure, optimize, and report on Microsoft Advertising activity directly within HubSpot, opening up several new possibilities for shared users.

While Sponsored Agents remain a US-only test, the Shopify route opens in other markets on September 23, giving advertisers outside the US a practical on-ramp to the format.

In its 'Ads in ChatGPT: The Basics' documentation, OpenAI reaffirms that ads are not eligible to appear near sensitive or regulated topics like personal health, mental health, or politics, and are not shown to accounts identified as under 18 on the Free and Go plans.

Industry coverage notes that while ChatGPT Ads reached a $1 billion annualized revenue run rate in under 200 days, questions remain about actual performance, as agency buyers say returns have not yet materialized.

The Microsoft Advertising API's GetEditorialReasonsByIds service now supports ImageAsset and TextAsset types alongside the existing Ad and Keyword entities. This lets advertisers programmatically retrieve disapproval reasons for these assets, improving workflows for managing Responsive Search Ads and other asset-based formats.

OpenAI updated its official ChatGPT Ads blog with a new entry titled 'Reimagining advertising with AI,' listed as the most recent post in the ad platform's news section.

Under the title 'Reimagining advertising with AI,' OpenAI announced Sponsored Agents (brand-backed conversational agents triggered after an ad click), a creative assistant for generating ad copy and images, and natural-language campaign management inside Ads Manager.

OpenAI began testing Sponsored Agents with select US advertisers, business-sponsored AI agents that hold a separate conversation with users after they click on an ad in ChatGPT.

Alongside the Sponsored Agents launch, HubSpot became OpenAI's first CRM partner for ChatGPT Ads, and a new Shopify App Store connector opened the channel to US merchants.

OpenAI began testing Sponsored Agents, advertiser-backed bots that start a clearly labeled conversation separate from ChatGPT's own answer, with Wayfair and Angi as launch partners in the US.

Amazon Ads announced that its Amazon Ads MCP Server is now available in open beta, aiming to reduce advertising workflow complexity through AI agent integration.

OpenAI updated its Ads Manager Beta documentation, the platform for creating, launching, and managing ChatGPT Ads campaigns, clarifying that it remains a beta product with limited capabilities that will expand over time.

OpenAI confirmed its advertising division hit a $1 billion annualized revenue run rate in less than 200 days since launch, with the platform now used by tens of thousands of advertisers globally.

Angi confirmed it is one of the first partners testing the new format, deploying an agent that connects users to local contractors, while Wayfair offers personalized product recommendations within the same ChatGPT conversation.

OpenAI unveiled Sponsored Agents, an ad format that lets brands complete real tasks inside a ChatGPT conversation rather than just showing a banner, with Angi confirmed as the first named partner alongside a direct commerce integration with Shopify.

A report indicates ChatGPT Ads is drawing advertiser demand but falling short on click-through rates, targeting capabilities and platform reach, according to media agencies.

Wayfair stated it is testing the new format at small scale, applying guardrails around product accuracy, transparency, and handoffs to customer service when needed.

Starting September 16, businesses using HubSpot can connect their ChatGPT Ads account and manage campaigns without leaving the CRM, while US Shopify merchants can use a new app in the Shopify App Store with their catalog already integrated.

US-based Shopify merchants can now install the new free ChatGPT Ads app to create and manage campaigns with their product catalogs automatically integrated. The app will roll out to international markets where ChatGPT Ads is available starting September 23.

OpenAI made generally available a new campaign type that optimizes conversions from both ad clicks and ad views, with billing based on impressions while delivery optimizes toward the conversion goal. The company describes it as its recommended model for maximizing performance.

OpenAI announced its first CRM integration with HubSpot and first ecommerce integration with Shopify for ChatGPT Ads, letting businesses create ads, sync product catalogs, and track performance without leaving those tools. The Shopify app launched in the US on September 16 and will expand internationally on September 23.

Microsoft Advertising has expanded its Customer Match partner list to include several new customer data platforms (CDPs), effectively doubling the number of available partners to 20 and giving advertisers more options for syncing customer data. New additions include Adobe Real-Time CDP, among others.

Starting October 1, 2026, new non-portfolio campaigns using Maximize Conversions, Maximize Conversion Value, or Maximize Clicks will lose the Max CPC cap option, while campaigns created before that date keep the setting.

Amazon Ads officially announced that its flagship unBoxed 2026 conference will take place from September 28–30 at the Moscone West Convention Center in San Francisco, expected to bring new ad formats, AI capabilities, and measurement tools. The event will gather advertisers, agencies, and developers to learn about upcoming platform innovations.

Microsoft emailed advertisers notifying them that Microsoft Advertising will update UTM auto-tagging beginning on September 2, 2026, to improve how campaign performance is measured in third-party analytics platforms like GA4. Format-specific UTM tags will be applied automatically, with no action required from advertisers.

Microsoft Advertising has published a dedicated help page outlining transparency rules for AI-generated and synthetic content. Advertisers are now required to disclose AI use in their ads, preserve metadata, and avoid deepfakes in order to maintain consumer trust. Read the official announcement, spotted by Hana Ko.

Amazon Ads and OpenAI launched a pilot on September 10 letting select U.S. advertisers buy ChatGPT ad space through Amazon DSP, with Delta Vacations among the first brands testing it. Amazon manages campaign setup, but OpenAI's system still decides which ads appear and where.

Digiday reported on September 14 that OpenAI was testing with select clients an ad format that opens a chat with the advertiser's AI agent instead of redirecting to a website, confirmed by Wayfair as part of the pilot.

Amazon Ads confirmed its flagship unBoxed 2026 event will take place September 28-30 at the Moscone Center in San Francisco, where it will unveil new AI-powered advertising products.

Days before the Sponsored Agents launch, OpenAI finalized the integration of Amazon Ads into the ChatGPT ad inventory via its DSP, laying the commerce infrastructure groundwork.

Microsoft introduced Curate, a tool that helps publishers and data owners turn proprietary assets into scalable revenue through programmatic curation, announced on September 10, 2026.

Amazon Ads announced a partnership with OpenAI to enable conversational advertising within ChatGPT, with select U.S. advertisers currently testing the format as part of a pilot.

A recent report notes that ChatGPT ad performance varies widely among advertisers, with some reporting costs per click under $3 while others pay up to $13, and highly uneven lead generation results.

Microsoft sent emails confirming that Max CPC will no longer be available when creating new non-portfolio campaigns using Maximize Conversions, Maximize Conversion Value, or Maximize Clicks after October 1, 2026; existing and portfolio-strategy campaigns keep the setting.

Starting Oct. 1, Microsoft Advertising will stop allowing advertisers to set Max CPC limits on new campaigns using several standalone automated bidding strategies. Existing campaigns with Max CPC won't immediately lose it, but removing it after that date will be irreversible.

Starting October 1, Microsoft will remove the Max CPC setting from new campaigns using Maximize Conversions, Maximize Conversion Value, or Maximize Clicks, pushing advertisers toward budget and CPA/ROAS-based controls instead. Existing campaigns created before that date will keep the setting.

Amazon Ads announced that Prime Video advertising will be introduced in Belgium, Denmark, Norway, and Turkey during 2026, expanding its streaming ad inventory in Europe.

Microsoft Advertising has published its 2026 Holiday Playbook, outlining six key global trends advertisers need to keep on their radar heading into the holiday season. The guide puts a strong focus on AI's growing influence on shopping behavior, with 76% of U.S. shoppers saying they plan to use AI to help with their holiday purchases.

Microsoft Advertising has rolled out new average target metrics to help advertisers track performance more accurately as their targets shift over time. These metrics are now available in the Campaign overview, Campaign grid, and portfolio bid strategies, giving advertisers a cleaner way to analyze trends and measure results against fluctuating goals.

Microsoft Advertising is rolling out a Dual-ID requirement to strengthen account security when linking accounts. Advertisers managing multiple accounts will now need to provide two identifiers instead of one. For Manager account (CID) linking, both identifiers must be included to complete the process — reducing the risk of unauthorized account access.

Microsoft has updated its advertising guidelines for the Xbox Dash placement within the Microsoft Audience Network. The revised rules significantly expand the list of prohibited ad categories — including credit cards and other sensitive verticals — and introduce new requirements specifically for non-endemic campaigns running on the placement.

OpenAI updated its ads platform in early September to require product feeds for shopping results, while adding new global markets, an Ads Manager plugin, and audience tools for ecommerce brands.

Starting August 1, a specific group of Amazon advertisers contacted directly lost the ability to use a credit card as their primary ad payment method, with costs now deducted from seller/vendor account balance or via Pay by Invoice. Amazon clarified the change is narrow and does not affect most advertisers, who were already paying via account balance deduction.

The FTC and 22 state attorneys general filed suit against Amazon alleging it secretly inflated prices in its advertising auctions after 2019 rule changes, potentially costing advertisers more than $20 billion.

Microsoft Advertising unveiled the finalists for its annual Partner Awards across multiple global regions, recognizing innovation and client impact within its partner ecosystem.

Microsoft Advertising unveiled the finalists for its 2026 Partner Awards, recognizing achievements, innovation and client impact across its North American partner ecosystem.

Amazon Ads invited advertisers to its annual flagship conference, where it will share how AI and new advertising solutions aim to make it easier for brands of every size to drive results.