LiveRamp has announced an expanded partnership with OpenAI that, according to the company, will allow advertisers to use RampID-based first-party audiences for targeting in ChatGPT ads. The announcement points to a broader shift: AI assistants are not only becoming discovery and engagement channels, but also maturing as advertising environments with more advanced targeting and bidding options.

What happened

According to the announcement referenced by Search Engine Journal, LiveRamp is extending its existing relationship with OpenAI to support the use of first-party audience data in ChatGPT ads. LiveRamp says this will let advertisers activate audiences built from their own customer data using its RampID identity framework.

The reported change also suggests advertisers will gain more control over how campaigns are targeted and optimised inside ChatGPT's ad environment. At this stage, the key point is not just the partnership itself, but the direction of travel: AI-native ad inventory is starting to look more like established digital advertising channels, where audience activation, bidding and measurement matter.

Why it matters for European businesses

For European companies, especially those already investing in CRM, loyalty, e-commerce and marketing automation, first-party data has become more important as third-party tracking has become harder to rely on. If AI platforms such as ChatGPT support more structured audience targeting, businesses may gain a new way to reach users using data they already collect directly.

This matters in several ways:

• New ad channel development: Chat interfaces may become a meaningful paid media placement, not only an organic discovery surface.
• Greater value from CRM data: Businesses with clean consented customer data may be better positioned to test audience-based AI advertising.
• Privacy and compliance pressure: Using first-party data for ad targeting in Europe requires careful handling of consent, lawful basis, data sharing arrangements and transparency.
• Measurement complexity: Marketing teams may need to understand how AI ad performance is reported, attributed and compared with search, social and retail media.

For many SMEs, the practical significance is less about immediate scale and more about preparation. As AI platforms open up to advertisers, businesses that already have strong data governance and audience segmentation will likely be able to test new inventory faster than those still dependent on weak or fragmented data foundations.

Who may be affected

• E-commerce companies using customer lists, repeat-purchase audiences or loyalty data for paid acquisition.
• Marketing teams exploring AI search and conversational interfaces as emerging traffic and advertising channels.
• Digital agencies that manage audience activation and cross-channel paid media for clients.
• IT and data teams responsible for identity resolution, integrations, consent management and secure data activation.
• Regulated or privacy-sensitive businesses that need stricter review before using customer data in new ad environments.

What companies should consider

• Review first-party data readiness: Check whether customer data is accurate, permissioned and usable for audience building across advertising platforms.
• Validate privacy compliance: Before testing any new targeting option, confirm that data use is aligned with GDPR requirements, consent practices and vendor agreements.
• Ask for platform clarity: Advertisers should look for clear information on targeting controls, exclusions, measurement, reporting and where ads appear within the user experience.
• Test cautiously: Treat ChatGPT ads as an emerging channel. Start with limited budgets and compare performance against existing search, social and display activity.
• Coordinate marketing and legal teams: New AI ad formats can create both growth opportunities and compliance questions, particularly when customer data is matched or activated through external identity systems.

The larger business takeaway is that AI assistants are moving beyond experimentation and becoming part of the digital media landscape. For European businesses, the opportunity may be real, but so is the need for disciplined data governance and clear privacy controls.