Since late August 2026, you can advertise in ChatGPT in the Netherlands. Since 31 August, you can also do it yourself, through OpenAI's Ads Manager. In mid-September, new features followed, including "Sponsored Agents" and a Shopify integration. This article sets out what's possible now, what it costs and whether it already makes sense for you.
What changed in the past few weeks
| Date | What |
|---|---|
| 18 August 2026 | OpenAI announces ChatGPT Ads for 31 European countries, including the Netherlands |
| Late August | Ads appear in ChatGPT for Dutch users, initially via OpenAI and partners |
| 31 August | Buying campaigns yourself via Ads Manager becomes possible |
| 16 September | OpenAI introduces Sponsored Agents, AI help for creating ads and integrations with HubSpot and Shopify |
| 23 September | The Shopify integration becomes available outside the US, in countries where ChatGPT Ads is active |
How ads in ChatGPT work
An ad appears in a conversation, clearly labelled and separate from ChatGPT's own answer. If someone asks which work shoes suit construction work, a matching product can appear. That makes it different from social media: the person is already working on a question or a choice. In terms of intent, it's closer to search than to scrolling.
A few things to know:
- Not everyone sees ads. Only users on the free or Go plan. Plus, Pro, Business, Enterprise and Edu stay ad-free, and users under 18 see no ads.
- No personalised targeting in the Netherlands. Which ad appears depends mainly on the conversation, language and approximate location. Not on a profile, as with Meta.
- The answer isn't for sale. OpenAI says ads don't influence ChatGPT's answers.
Sponsored Agents: more than an ad
New since mid-September is the test with Sponsored Agents. When someone clicks an ad, they can start a conversation with the business's own agent. It answers questions about the product (does this table fit my room, how do I care for it) and sends people to the website when they want to go further. That conversation is separate from the original one and clearly labelled.
For now, this is a test with a limited group of advertisers. But it shows where things are heading: less a banner, more a salesperson who answers questions.
What does it cost?
OpenAI offers three ways to pay: per thousand impressions (CPM), per click (CPC) and per click optimised for conversions. For click campaigns, OpenAI suggests a starting maximum bid of $3 to $5 per click, roughly €2.60 to €4.30. OpenAI doesn't publish a standard CPM rate.
That isn't cheap compared with many social campaigns, and close to what you pay in competitive Google Ads markets. Because the channel is new, there's also little competition yet. That can work in your favour, but don't count on fixed prices: they'll move as more advertisers join.
How big is the reach?
According to NMO, ChatGPT reaches an average of about 7.3 million Dutch people aged 13 and over (Q2 2026). Relatively many users are aged 20 to 49 and more highly educated. Note: that's total reach, not the reach you get with ads. Paying users and minors drop out.
What it's not (yet) good at
- Reporting. The numbers are still limited compared with Google Ads or Meta. Plan to measure on your own website: set up goals in GA4 and use UTM tags on your links.
- Control. Without personalised targeting, you can choose less precisely who you reach. You steer mainly through topic and context.
- Volume. For a small niche, the number of relevant conversations can be low. Then you have little data to steer on.
Who is it already interesting for?
It fits best if you sell something people think about and ask questions on: products with choices and specifications, business services, software, travel. It's less suitable for impulse buys or local services people simply look up on Google Maps.
If you want to test, keep it small and measurable:
- Pick one product or service with a clear question behind it.
- Set a fixed test budget for four to six weeks.
- Send traffic to a landing page that answers exactly that question.
- Measure on your own site, not only in Ads Manager.
- Compare cost per lead or sale with your other channels.
Want to know how to use ads in ChatGPT and what's involved? Read our page on ChatGPT Ads. For the comparison with search ads, read more about Google Ads. Rather talk it through? Get in touch.
Frequently asked questions
Can you advertise in ChatGPT in the Netherlands?
Yes. Since late August 2026, ads appear in ChatGPT for Dutch users, and since 31 August you can buy campaigns yourself via OpenAI's Ads Manager.
Who sees ads in ChatGPT?
Only users on the free or Go plan. Plus, Pro, Business, Enterprise and Edu are ad-free, and users under 18 see no ads.
What does advertising in ChatGPT cost?
You can pay per thousand impressions, per click or per click optimised for conversions. For click campaigns, OpenAI suggests a starting bid of $3 to $5 per click, about €2.60 to €4.30.
What are Sponsored Agents?
A new format OpenAI started testing in September 2026. After clicking an ad, a user can talk with the business's agent, which answers questions and sends them to the website.
Do ads influence ChatGPT's answers?
According to OpenAI, no. Ads are labelled separately from the answer, and a Sponsored Agent conversation is also separate from the original conversation.
Can I target audiences in ChatGPT?
In the Netherlands, personalised targeting isn't currently available. Which ad appears depends mainly on the conversation, language and approximate location.
Does ChatGPT Ads work with Shopify?
Yes. There's a ChatGPT Ads app for Shopify that connects your product catalogue and lets you set up campaigns. Since 23 September 2026, it's also available outside the US.
Sources: OpenAI, "ChatGPT Ads expands across Europe" (18 August 2026, updated 31 August) and "Reimagining advertising with AI" (16 September 2026); NMO Online 2026 Q2; ECB exchange rate 2 September 2026.
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