Short reads for short attention spans

OpenAI begins testing ads in ChatGPT Free & Go tiers

OpenAI has started testing advertising within ChatGPT’s Free and Go tiers in the US, with sponsored content appearing in clearly labelled placements separate from AI-generated responses. Paid subscriptions remain ad-free for now, but the move marks OpenAI’s first serious step towards large-scale monetisation of conversational AI.

Why it matters:

• Ads inside AI chat environments represent a new intent-rich media channel, closer to search than display.
• This could shift how brands think about discovery, consideration and conversion within AI-led journeys.
• Early formats will shape norms around trust, transparency and effectiveness in AI advertising.

Further reading at Search Engine Land:

OpenAI will begin testing ChatGPT ads in the U.S.

BBC to create shows specifically for YouTube to reach younger audiences

The BBC has confirmed it will develop original programmes designed primarily for YouTube, as part of a broader push to engage younger and global audiences who increasingly consume content off traditional broadcast channels. The move reflects a platform-first mindset, meeting audiences where they already spend time rather than pulling them back to linear TV.

Why it matters:

• Signals a major shift in how public service broadcasters think about distribution and relevance.
• YouTube becomes not just a marketing channel, but a primary content destination.
• Opens up new sponsorship, branded content and partnership opportunities within premium long-form YouTube formats.

Further reading at the BBC:

BBC Group and YouTube announce new strategic partnership

TikTok launches Off-site Performance Analysis tool for advertisers

TikTok has launched a new Off-site Performance Analysis tool that allows advertisers to measure what happens after users leave the platform, including website activity and conversions. The update is designed to improve transparency and give brands clearer insight into TikTok’s role across the wider customer journey.

Why it matters:

• Helps advertisers better understand true performance and ROI, not just in-platform metrics.
• Strengthens TikTok’s position as a lower-funnel, conversion-driving channel.
• Makes TikTok more comparable with search and other performance media in planning and attribution discussions.

Further reading at Ad Week:

TikTok Turns to Pixels to Show Advertisers What Happens Beyond Its Walled Garden