By Jonathan Baker and Juan Tejada, EGC’s Paid Media Manager OpenAI is planning what would be a genuine game changer in the world of advertising. Can you imagine in-platform advertising? The iconic artificial intelligence (AI) company is pondering the possibilities and seeks to make them a reality. If all of this seems surprising, it was not to anyone who follows OpenAI, particularly its “Job Openings” section… A Job Listing was the Hint Last week, a job opportunity was posted by OpenAI for a relatively new job title: “growth paid marketing platform engineer.” The tasks of the person who fills this position will include developing ad tools, platform integration, and building attribution in real time, among others. OpenAI’s plan may be viewed as both impressive and intimidating. An Ambitious Venture Whoever OpenAI hires has their work cut out as this intended ad model would require extended effort in building backend infrastructure consisting of data pipelines, APIs, and services in all that goes into managing a campaign. If successful, the company would no longer need to rely on third-party agencies for these tasks. Going further, this could lead to a foundation for brands promoting their campaigns exclusively through ChatGPT. If OpenAI’s goal comes across as more intimidating than impressive, here is a breakdown of the basics as well as how marketers should adapt from Juan Tejada, Paid Media Manager at EGC: Key Points Here is a basic rundown of OpenAI’s intended plan: OpenAI is in the process of developing its own ad platform: OpenAI is building internal tools for campaign management and attribution, which could create a new paid channel—beyond Google and Microsoft Ads. ChatGPT could become a place where ads run: Ads may eventually appear directly within ChatGPT, changing how users discover brands and how advertisers structure their campaigns. Focus on better tracking and measurement: OpenAI’s push for advanced attribution tools signals a shift toward more accurate reporting, thus requiring marketers to adapt their tracking strategies. Juan goes on to state: “If OpenAI builds its own ad platform, it could reshape how we approach search marketing. Advertisers will need to adapt to new ways of tracking performance and reaching potential customers.” Need Help in Adapting? As Juan states in the third point, marketers must place added effort in their reporting capabilities and tracking strategies. If you feel that your brand or business could benefit from the marketing services provided by EGC Group, reach out to us today.
