Search Engine Land reports that OpenAI is opening ChatGPT’s advertising business to advertisers across 31 European countries, starting next week and marking its largest geographic expansion since testing began in the US in February. The rollout list includes France, Germany, Austria, the Netherlands, Denmark, Norway, Sweden, Italy and Spain. Access starts narrow: OpenAI is routing early campaigns through its Ads Solutions team and through agency and technology partners, with self-serve buying inside Ads Manager arriving later this summer. That is separate from what this publication reported on August 17, when ChatGPT ads started appearing to European users on the Free and Go plans; this week’s news opens the supply side to buyers rather than switching inventory on for readers, which had already happened. Plus, Pro and Enterprise subscribers stay ad-free. OpenAI says the ads carry clear labels, stay walled off from generated answers, and never let advertisers see the underlying conversation. The company has layered in conversion optimization, geo-targeting, custom audiences and a Conversions API since the platform’s US debut. With this expansion, the answer layer now sells inventory across most of Europe.
Per Search Engine Land, reported by Anu Adegbola on August 19, 2026.
