Thomas Eccel’s practitioner guide explains how to approach context hints in ChatGPT Ads. His central recommendation is to describe what a product does, who it helps and the situations in which it is useful.
The guide distinguishes context from a list of exact-match keywords or demographic targeting rules. It suggests drawing on real support questions and CRM themes, avoiding repetition of the ad and landing page, and testing language variations where the product genuinely supports different needs.
Use this as a working checklist for message development, then verify the current controls and availability in your own account. These are Thomas’s recommendations, not official OpenAI documentation or a promise of targeting behaviour.
First contributor: Thomas Eccel. Original LinkedIn post dated 15 October 2026; discovered through Yoann’s Markifact reaction export.
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