What changed in ChatGPT ads on 16 September 2026, and what it means for you
On 16 September 2026 OpenAI announced nine changes to its ads platform, the system behind the ads shown in ChatGPT. Here is each one in plain words, with its status, what it means for an advertiser, and where Adsonomy stands today.
- Conversion optimisation billed per impression is generally available, and OpenAI recommends it for performance.
- Attribution windows (7, 14 or 30-day click, 0 or 1-day view) are an Ads Manager reporting choice; the Ads API has no attribution window setting.
- Each platform can now be targeted on its own: Android app, Android web, desktop web, iOS app and iOS web.
- OpenAI launched a ChatGPT Ads app for Shopify (US first) and a HubSpot integration.
- AI-assisted ad creation and Sponsored Agents are still in testing; text customization and the Event Quality Score live in Ads Manager only.
The nine updates, one by one
Status as OpenAI announced it. "In Adsonomy" says what our product does with each change today, and nothing more.
Conversion optimisation, billed per impression
Delivery optimises for conversions from ad clicks and ad views, and you pay per impression. OpenAI calls it its recommended model for performance.
In Adsonomy: The Conversions objective in the campaign wizard creates this campaign type for the one conversion event you pick.
Flexible attribution windows
When you customise columns in Ads Manager, choose a 7, 14 or 30-day click window and a 0 or 1-day view window. The choice applies to every conversion column shown there.
In Adsonomy: The Ads API has no attribution window setting, so conversion figures in Adsonomy use the platform's default attribution window. Keep that in mind when you compare them with Ads Manager.
Targeting by platform
Target the Android app, Android web, desktop web, the iOS app and iOS web separately, and split performance by platform.
In Adsonomy: The campaign wizard lists each platform, all on by default, so you can switch off the ones that do not convert.
ChatGPT Ads app for Shopify
Shopify merchants in the US can connect their catalogue and measurement tools, create campaigns and track performance from an app in the Shopify App Store.
In Adsonomy: Shopify, WooCommerce and BigCommerce connect directly, and any shop can connect a product feed URL. Where each option fits.
HubSpot integration
Connect a ChatGPT Ads account to HubSpot to create ads, track performance and follow up on leads there.
In Adsonomy: No HubSpot connector yet; it is planned. Lead events reach Adsonomy today through its Ingest API.
AI-assisted ad creation
Suggested copy and imagery based on your landing page and campaign objective, which you review and edit before they go into a campaign. Broader availability is expected in the coming weeks.
In Adsonomy: Suggests context hints from a page or a product, and ad copy. The image is yours to add.
Text customization
Headlines and descriptions adapt to the conversation and can be translated into the user's preferred language. You decide whether it is on.
In Adsonomy: The Ads API has no text customization field, so Adsonomy cannot read or change it. You can note on a campaign that you switched it on in Ads Manager, so its results are read with that in mind.
Event Quality Score
A 1 to 10 set-up score for each eligible Pixel and Conversions API source, with user data coverage and recommendations, under Tools, Conversions.
In Adsonomy: The Ads API has no Event Quality Score, so Adsonomy does not show it. Its Conversions page checks the installation, sends a test event and counts browser and server events of the last 24 hours.
Sponsored Agents
After clicking an ad, people may start a clearly labelled conversation with a business's own agent to ask questions and explore its offer.
In Adsonomy: Not available. See how the format works.
What is a Sponsored Agent?
A Sponsored Agent is a conversation with a business's own agent that a person may start after clicking its ad in ChatGPT. The conversation is clearly labelled as sponsored. OpenAI is testing it with select advertisers in the United States.
Inside the conversation, people can ask follow-up questions, explore options and learn more about what the business offers. The two screens on this page are our own illustrations with a fictional coffee roaster; OpenAI decides the real layout, and it may change during testing.
Adsonomy does not create Sponsored Agents. If the format opens up more widely, we will write about what it means for running an account.
OpenAI's Shopify app and HubSpot integration, or Adsonomy?
OpenAI's integrations are a quick way to create campaigns and see results from inside Shopify or HubSpot. Adsonomy is built for running the account day after day, inside limits you set and can check. They are not mutually exclusive: both work on the same OpenAI Ads account.
OpenAI's integrations suit you when
- You sell on Shopify in the US today and want to start from your Shopify admin; international availability is planned for later this month.
- Your leads live in HubSpot and you want ads and lead follow-up in one place.
- You manage bids, budgets and changes yourself in Ads Manager.
As announced by OpenAI on 16 September 2026. Check current availability in Ads Manager.
Adsonomy adds
- An AI manager with a full scope. Nomy reviews the account on a schedule, proposes or applies changes within your policy and guardrails, and writes a daily brief.
- Limits that hold. A daily spend cap, bid and budget ranges and protected campaigns apply to every change, whoever makes it; step limits and cooldowns also hold back rules and Nomy.
- Rules and labels. Write a rule in a sentence, dry-run and backtest it, and point it at a label instead of a list.
- A safe start. Shadow mode records what would have happened; nothing reaches the platform until you go live.
- More than one shop platform. Shopify, WooCommerce, BigCommerce or any product feed URL, with pixel code for each and for Google Tag Manager.
Guides we updated
These guides now reflect the update, each marked "Updated 16 September 2026":
- How ads in ChatGPT work: billing, targeting by platform, Sponsored Agents.
- OpenAI Ads conversion tracking: attribution windows and the Event Quality Score.
- OpenAI Ads for Shopify, WooCommerce and BigCommerce: OpenAI's Shopify app.
- Ads in ChatGPT for service businesses: OpenAI's HubSpot integration.
- OpenAI Ads Manager versus the Ads API: what is Ads Manager only.
- Context hints: text customization and language.
Frequently asked questions
Can I choose the attribution window through the Ads API?
No. The Ads API has no attribution window setting and does not state its default. The 7, 14 or 30-day click and 0 or 1-day view windows announced on 16 September 2026 are chosen when customising columns in Ads Manager and apply to the conversion columns shown there.
Is conversion optimisation with impression billing available to every advertiser?
OpenAI announced it as generally available on 16 September 2026 and called it its recommended model for maximising performance. It optimises for conversions from ad clicks and ad views, so it needs conversion tracking in place.
Can I run Sponsored Agents?
Only if OpenAI includes you in the test. On 16 September 2026 OpenAI said it is testing Sponsored Agents with select advertisers in the United States.
Does Adsonomy replace OpenAI's Shopify app or HubSpot integration?
It serves a different need. OpenAI's integrations let you create campaigns and track results from inside Shopify or HubSpot. Adsonomy manages the account over time: Nomy proposes or applies changes within your policy and guardrails and writes a daily brief, rules run on a schedule, and shadow mode lets you rehearse before going live. Both work on the same OpenAI Ads account.
Adsonomy is the AI manager for your ads inside ChatGPT. Nomy runs the account within the guardrails and policy you set. Launching 1 October 2026.
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