Amazon DSP pilots managed ChatGPT advertising in the US

What changed

The reporting describes Amazon handling campaign setup and optimization while OpenAI retains control of ad delivery. It identifies CPC and CPM buying and aggregated reporting. These details describe the pilot, not verified self-service access for every Amazon advertiser. Peter Adams receives the reporting credit; Amazon and OpenAI are the companies providing the service.

For an advertiser considering the opportunity, the first task is a concrete buying brief. Establish the intended audience, commercial objective and reporting needed to decide whether the activity is useful. Ask the buying team to explain access, commitments and the ability to identify this inventory in results. Those terms should be confirmed directly rather than inferred from the familiarity of the DSP.

A travel brand, for example, might want to learn whether the placement produces qualified enquiries for a specific destination. It would need to define enquiry quality and compare the outcome with its existing acquisition process. Clicks alone would answer a narrower question. This is an illustrative test design, not a description of Delta Vacations' campaign or results.

Why it matters for advertisers

The strategic interest is a different discovery context reached through an established buying relationship. The unresolved commercial question is whether the available controls and reporting allow a useful evaluation for this advertiser. Keep the initial decision proportionate to the evidence, and avoid assuming that attribution, economics or creative requirements match another inventory source simply because the same buying platform is involved.