BlogDagmar 03.09.2026

ChatGPT advertising is now also available in Finland: this is how it works

ChatGPT announced that advertising will land in 31 European countries on 24 August 2026. Now advertising has also opened in Finland. ChatGPT advertising should be tested first, as there is no minimum budget requirement for its implementation.

What does a ChatGPT ad look like and what does it contain?

Initially, there will be one ad format available in Finland. The ad will appear below ChatGPT’s response as a separate box, marked with a clear Ad marking. OpenAI emphasizes that advertising does not affect the content of the responses, user conversations are not shared with advertisers, and user data is not sold to advertisers.

The ad consists of the advertiser’s name, logo, headline, description text, ad image, and a link to the landing page. ChatGPT prefers ads with clear, precise, and benefit-focused text. So tell concretely what you offer and to whom, and in what situation your product or service will help. These things should also be mentioned on your landing page. Gimmicky headlines and generic calls to action should be left to other channels.

The ad appears as a separate box below the response. Photo: OpenAI.

Ads will only appear for users on the free version and Go subscriptions. Plus, Pro, Business, Enterprise, and Edu will remain ad-free, and ads will not appear on accounts under the age of 18.

ChatGPT prefers ads with clear, precise, and benefit-focused text. So tell concretely what you offer and to whom, and in what situation your product or service will help. These things should also be mentioned on your landing page.

Targeting is based on context, not search terms

ChatGPT advertising differs from traditional search engine advertising in that keywords are not used. Instead, the advertiser provides contextual hints that describe topics and conversations in which the product or service could be relevant. OpenAI emphasizes that the hints are not exact keyword matches and do not guarantee evidence in a specific conversation. The system makes a selection based on the topic and intent of the ongoing conversation. Users who have enabled personalization also receive signals of wider use of ChatGPT. The advertiser does not see the user’s conversations.

In Europe, geo-targeting works at the country level. For the time being, city- and zip-code-level targeting is only available in the United States.

Advertising can be optimized for visibility, clicks or conversions

There are three ways to buy ChatGPT advertising:

clique-oriented
aiming at ad impressions
and conversion-oriented.

In a conversion-optimized campaign, the system evaluates how likely a click is to lead to a selected conversion action and sets an auction bid based on that.

The advertiser whose ad is best suited for the discussion and who could be of value to both the advertiser and the user wins the ad slot. In other words, relevance affects the end result as much as the advertising bid.

ChatGPT’s Ads Manager reports impressions, clicks, consumption, click-through rate, average cost per click and impression, and conversions. Traffic can also be identified with UTM parameters.

Our recommendation

It’s a smart idea to test the channel right away. Competition for advertising space is low, there is no minimum budget, and learning about targeting at an early stage is most valuable just before prices rise. Since there are no established comparison figures and OpenAI does not give a recommendation offer for oCPC, it is advisable to set something other than a sales target for the first campaigns.

Contact us and we will assess together whether ChatGPT advertising is suitable for you.