Starting August 24, 2026, ChatGPT will display ads to Italian users. Google Ads and Meta Ads now face a third competitor on their own turf, one with its own set of rules: here, you don’t buy a keyword; you intercept a line of reasoning while it’s still taking shape.
What is ChatGPT Ads?
Ads appear at the bottom of ChatGPT’s responses, labeled “Sponsored.” There is no keyword bidding like there is on Google. The system analyzes the context of the conversation and suggests content that aligns with what the user is asking at that moment.
The difference lies in the type of intent being captured. On Google, the user has already decided what to search for: they type “best business NAS server under 2,000 euros” and know exactly what they want. On ChatGPT, they may still be figuring it out—they’re comparing options, asking for opinions, and thinking aloud with the assistant before they even know exactly what they’ll search for on Google a moment later.
Launch Timeline
OpenAI was already referring to advertising as a “last resort” as early as 2024. The official announcement came in January 2026, and the first tests in the United States began in February, on the Free and Go plans. Then things picked up speed: Canada, Australia, and New Zealand in March; the launch of self-service in the U.S. in May with no minimum spending requirement; and on August 18, 31 additional markets—including Italy, starting on the 24th.
Who sees the ads
This applies only to users of the Free and Go plans. Users of the Plus, Pro, Business, Enterprise, or Edu plans do not see ads. Accounts belonging to minors are excluded regardless, and certain sectors—healthcare, mental health, financial services, dating, and politics—are currently excluded from the program.
Why did OpenAI decide to do this?
Hundreds of millions of people use ChatGPT every week. Only a small fraction of them pay for a subscription. Maintaining a free service on this scale is expensive, and advertising is the most direct way to fund it without having to shut it down for free users.
How is it different from Google Ads and Meta Ads?
On Google, it’s the search intent that matters. On Meta, it’s the interest inferred from behavior and interactions. On ChatGPT, it’s what the person is actually writing: in what terms, with how much detail, and as part of what line of reasoning.
That’s why an ad designed for a social media feed or a SERP doesn’t automatically work within a conversational response. The context is longer, more personal, and often part of a thought the user is still developing with the assistant. Anyone who treats ChatGPT Ads like a second Google Ads is likely to see disappointing results right from the first tests—not because the channel doesn’t work, but because it requires a different approach to crafting the message.
Why Timing Matters
In the early months of a new advertising channel, competition is low, and costs are low as a result. That’s how it was with Facebook Ads in 2012 and with TikTok Ads in 2020. Those who enter the market late find a mature, more expensive channel with less room for experimentation.
In Italy, the self-service Ads Manager—the tool that allows companies to manage their own campaigns—does not yet have a confirmed release date for Europe. The platform is available, but navigating this transitional phase effectively requires keeping up with information that changes almost every week.
How do you technically launch a campaign?
The infrastructure mirrors that of Google Ads and Meta Ads, with a three-tier hierarchy. The campaign defines the objective (impressions or clicks) and the budget. The ad group defines not keywords but contextual suggestions—that is, topics and intents to which the system associates the ad. The ad is the creative unit: brand name, logo, headline (16–24 characters, maximum 50), body text (32–48 characters, maximum 100), landing page, and a square image up to 1200×1200 pixels.
As of May 2026, OpenAI has eliminated the minimum spending threshold and introduced cost-per-click alongside cost-per-impression, making testing more accessible even on a limited budget. However, every ad undergoes a review before going live, and it is always labeled as “sponsored” and kept separate from the model’s generated response.
In Italy, the situation is still evolving: access is currently provided through OpenAI Ads Solutions, while the self-service Ads Manager—already available in the United States—will also be rolled out here, though the timing has not yet been determined. It’s worth staying up to date, as the terms of access may change within a matter of weeks.
Frequently asked questions
Is ChatGPT Ads available in Italy?
Yes, starting August 24, 2026, although there is still no confirmed date for self-service access in Europe.
Who sees the ads on ChatGPT?
Only users of the Free and Go plans. Higher-tier paid plans remain ad-free.
How does targeting work?
Based on the context of the current conversation, not through bids on keywords as in Google Ads.
Should we take action right now?
The early stages of a new advertising channel typically involve less competition and lower costs.
Understanding right from the start how this channel works means being ready for customers’ first request—or even anticipating it—by identifying which customers can benefit from it first and offering them a targeted trial before they even ask for it.
At Spada Media Group, we are already exploring how to incorporate ChatGPT Ads into our clients’ strategies, in collaboration with Google and Meta.
If you want to figure out where to start with your business, contact us.
