OpenAI says ChatGPT users now dismiss ads 50% less often as its conversational ad format gets more relevant. Ads inside the answer are becoming a real channel. Here is what Australian marketers should do before the auction fills up.
A 50% drop in ad dismissals is OpenAI telling advertisers the door is opening. The early movers will pay less to walk through it.
OpenAI says ChatGPT users are dismissing ads 50% less often than they were. The company reads that as a sign its conversational ad format is getting more relevant, and that people are tolerating ads inside the answer rather than swatting them away.
That is a meaningful signal. Ads inside an AI answer are a new and uncomfortable format. If the dismissal rate is falling, either the targeting is improving or users are getting used to the idea. Both point the same way: advertising inside ChatGPT is moving from experiment to channel.
For now this is OpenAI's own number, on OpenAI's own platform, so read it with the same caution you would read any platform grading its own performance.
Why it matters
A new ad surface with falling resistance is an opportunity with a short window. Early in any channel the auction is thin and the cost is low. Australian advertisers who learn the format now will understand it before their category fills up and the price climbs.
OpenAI reports ChatGPT users are dismissing ads 50% less often, the clearest sign yet that ads in the answer are becoming a viable channel.
The caution is the same one that applies to every platform-reported metric. The number is real. Whether it means what OpenAI says it means is for you to test, not assume.
What to do about it
New channels reward the curious and punish the late. Learn this one cheaply now, or pay full price for it later.