LiveRamp Expands OpenAI Deal With First-Party Data Targeting

LiveRamp is expanding its partnership with OpenAI to let advertisers activate first-party customer data for ChatGPT Ads. Brands can use CRM, loyalty, website, and purchase data to target or exclude audiences, bringing ChatGPT closer to the audience controls already available on Google and Meta. The integration initially launches across 11 markets, though performance benchmarks for these audiences are still limited.