ChatGPT Ads self-service is available in Latvia: what does the new advertising channel offer businesses?

Self-service access to ChatGPT Ads is now available in Latvia, giving businesses a new advertising channel that can reach people while they are actively researching a problem, comparing solutions or preparing to make a decision.

On 31 August 2026, OpenAI announced that ChatGPT Ads had reached a USD 1 billion annualised revenue run rate in less than 200 days. The platform is used by tens of thousands of advertisers, while ChatGPT now has more than one billion weekly active users.

An annualised revenue run rate does not mean that USD 1 billion has already been earned. It estimates annual revenue if the current revenue level continues for 12 months.

Can a Latvian business already use Ads Manager?

Yes. OpenAI’s current country list marks Latvia as “Available”. Advertisers can therefore register through the self-service environment at ads.openai.com instead of relying solely on the OpenAI sales team or an external partner.

Advertising in Latvia is also available through technology and agency partners. Criteo includes Latvia among the 31 European markets supported by its ChatGPT Ads integration.

Country availability does not guarantee automatic campaign approval. Advertisers must create an account, provide billing information and comply with the platform’s advertising, product and content requirements.

How is ChatGPT Ads different from conventional advertising?

In a search engine, people often enter only a few keywords. In a ChatGPT conversation, they may explain their objective, budget, restrictions and selection criteria in detail. This creates an opportunity to show an advertisement when the user’s purchasing or decision-making intent is already clearly expressed.

OpenAI states that advertisements are labelled and separated from ChatGPT’s answers. Ads do not influence the content of those answers, and advertisers do not receive access to users’ private conversations.

What do Criteo’s early results actually show?

Criteo reports that more than 2,000 brands already advertise on ChatGPT through its platform. Its preliminary data indicates:

click-through rates two to three times higher than comparable formats in other environments;
more than 80% of ad-driven traffic coming from new customers;
conversion rates outperforming other referral channels.

These are early results from Criteo’s clients and technology integration. They do not represent the average performance of every ChatGPT Ads advertiser and do not guarantee that a Latvian business will achieve the same CTR, conversion rate or return.

How should a Latvian business begin testing?

Select one clear objective: a purchase, application, booking or qualified lead.
Begin with a high-intent offer: a product or service that customers normally research and compare.
Create a dedicated landing page: it should directly match the promise made in the advertisement.
Use a limited test budget: initially compare the results with Google, Meta or other established channels.
Do not evaluate CTR alone: customer acquisition cost, conversion quality and return on advertising spend are more important.

Frequently asked questions

Is ChatGPT Ads self-service available in Latvia?

Yes. Latvia is marked as “Available” in OpenAI’s current Ads Manager country list. The status was checked on 1 September 2026.

Are Criteo’s published results guaranteed?

No. They are early results from a particular group of campaigns and advertisers using Criteo’s platform, not guaranteed average performance across ChatGPT Ads.

Can advertisers see a user’s ChatGPT conversation?

No. OpenAI states that advertisers do not receive access to users’ private conversations.

Can an advertisement change ChatGPT’s answer?

No. According to OpenAI, ads are labelled, separated from answers and do not influence answer content.

Sources: OpenAI announcement, OpenAI Ads Manager availability and Criteo’s European market data.