LiveRamp has announced an expanded partnership with OpenAI that, according to the company, will allow advertisers to use RampID-based first-party audiences in ChatGPT ads. The announcement points to a broader shift: conversational AI platforms are developing more mature advertising capabilities and moving closer to the targeting methods already used across digital media.

What happened

According to the announcement referenced by Search Engine Journal, LiveRamp is extending its OpenAI deal so advertisers can activate first-party audience data for ad targeting in ChatGPT. The companies say this will add more options for audience targeting and bidding.

At a high level, first-party data means customer information that a business collects directly through its own channels, such as websites, apps, CRM systems or loyalty programmes. LiveRamp’s RampID is an identity framework designed to help advertisers and platforms match those audiences across environments.

The practical significance of the announcement is not that ChatGPT has become a fully established advertising channel overnight, but that OpenAI’s ad offering appears to be evolving toward the kinds of audience activation and measurement tools marketers already expect from larger digital platforms.

Why it matters for European businesses

For European companies, the news matters because it signals that AI interfaces may become a more important performance and brand advertising environment. If conversational platforms gain scale as ad inventory, businesses may need to decide whether they want to test them alongside search, display, retail media and social channels.

There is also a clear data and compliance angle. Using first-party audience targeting in Europe can raise questions around lawful basis, consent, transparency, data sharing and processor relationships, especially where advertising identifiers and customer matching are involved. Businesses should not assume that techniques common in other ad platforms can be applied in the same way without checking GDPR and ePrivacy implications in the relevant markets.

For marketing teams, this development also reinforces a strategic trend: first-party data is becoming more valuable as platforms look for privacy-aware ways to support targeting and measurement. Companies with stronger CRM data, consent management and audience governance may be better positioned to test emerging AI ad channels.

Who may be affected

• Marketing teams and media buyers evaluating whether ChatGPT could become a viable paid acquisition or brand channel.
• E-commerce businesses that already rely on first-party customer data for audience building, retargeting or lifecycle marketing.
• IT and data teams responsible for customer data integration, consent systems and identity resolution.
• Regulated or privacy-sensitive organisations that need closer review before activating customer data in new advertising environments.
• Digital agencies advising clients on channel mix, attribution and privacy-compliant audience activation.

What companies should consider

• Assess channel readiness. Treat this as a signal to monitor ChatGPT advertising capabilities, rather than assuming it is immediately suitable for all campaigns.
• Review first-party data quality. Businesses considering AI-driven ad channels should check whether their CRM, analytics and audience data are accurate, permissioned and usable for activation.
• Check privacy and consent requirements. Before using customer audiences in any new ad environment, confirm what legal basis and notices apply in the countries where you operate.
• Clarify vendor roles and contracts. Marketing, legal and procurement teams should understand which parties act as controllers or processors and what contractual safeguards are in place.
• Prepare for testing and measurement. If the channel becomes available and relevant, advertisers will need clear KPIs, attribution expectations and brand-safety criteria before shifting meaningful budget.

While the announcement is still mainly relevant to advertisers already active in advanced ad-tech ecosystems, it is an early sign that AI platforms are becoming more integrated with mainstream digital marketing infrastructure. For European businesses, the opportunity may grow, but so will the need for careful data governance and privacy review.