OpenAI’s advertising pitch starts with scale. ChatGPT reaches 1.2 billion people each week, according to the company, which says ads let it serve a much larger market than subscriptions alone. But most of the latest update, which introduces a new visual ad format, is about something else: giving advertisers confidence in what their ads deliver, and in where they appear.

That format will first appear during image generation, in a US test beginning later this month with an initial group of advertisers. The ads can show product inspiration, product usage or the experiences a product makes possible; OpenAI says they will be clearly labeled, kept apart from the generated image and will not influence ChatGPT’s answers.

“ChatGPT is creating a fundamentally different advertising environment, where context is defined by the conversation itself rather than a page or video,” says Mark Zagorski, CEO of DoubleVerify, in a recent statement.

On measurement, integrations with Hightouch, Tealium and LiveRamp now help advertisers send conversion data from existing systems, and supported attribution partners include DV Rockerbox and Triple Whale. OpenAI says its work on incrementality, an ad’s causal impact, is still in its early stages; it is exploring geo-based experiments with partners including WorkMagic.

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The early results are three case studies from OpenAI’s measurement partners. According to DV Rockerbox, WeightWatchers’ attributed cost per acquisition on ChatGPT Ads was 15.3% lower than its blended paid-search benchmark. WorkMagic reports statistically significant lift for wellness brand Dose, with 67% of incremental purchases coming from net-new customers, while Triple Whale says 93% of Portland Leather’s visitors from ChatGPT Ads were new.

On placement, OpenAI says its guardrails assess whether a conversation is appropriate for advertising, helping keep ads away from emotionally vulnerable, sensitive or otherwise unsuitable contexts. It is also developing brand suitability evaluation pilots with DoubleVerify and Integral Ad Science. Neither will see private user conversations. Both will assess how OpenAI’s brand safety standards are applied in a controlled testing environment.