OpenAI lays groundwork for ChatGPT ads in EU with consent management updates to conversion tracking pixel

OpenAI updated the code on its ChatGPT conversion tracking pixel to add a consent management system and a country data field, signaling it is building the technical groundwork to run advertising in the European Union, according to a code update that Digiday reviewed. The update lets advertisers ask users for permission before tracking and stops tracking when permission is withdrawn, features required under EU privacy law that are not needed in the U.S. where tracking operates on an opt-out basis, while the pixel itself is still maturing and is currently deployed more like a managed service than a self-serve product. OpenAI's ChatGPT ad pilot is extending beyond the U.S. to include Canada, Australia, and New Zealand in the coming weeks, and Digiday reported last week that the company is looking for executives for its ads team in London and Tokyo.