This episode of BIA’s Leading Local Insights Podcast explores OpenAI’s move into advertising within ChatGPT and what it could mean for brands, agencies, and media sellers. Listen as BIA’s Celine Matthiessen and media analyst Mike Boland unpack emerging AI ad formats, evolving measurement challenges, and the expanding role AI assistants could play in search, discovery, and consumer decision-making.
Celine and Mike also examine how quickly the AI advertising market is taking shape, with ChatGPT ad pricing already beginning to move closer to premium Google search inventory as advertiser interest and targeting capabilities expand. They explore the rise of “zero-click” AI search behavior, new attribution challenges for advertisers, and why media sellers should position themselves as trusted AI education resources for clients.
