Dentsu partners with Adthena on ChatGPT ads

The partnership combines dentsu's experience running campaigns in the channel with Adthena's Decision Intelligence platform

Dentsu has entered a strategic partnership with search intelligence platform Adthena in the UK to help advertisers plan and manage campaigns on ChatGPT's advertising platform.

The partnership combines dentsu's experience running campaigns in the channel with Adthena's Decision Intelligence platform, which is designed to provide advertisers with greater visibility into competitive activity in AI-driven advertising environments.

Agency expands AI advertising offering

Dentsu was one of OpenAI's four UK agency launch partners and has already managed ChatGPT advertising campaigns for clients including Hilton. According to Adthena, three dentsu clients are currently among the nine largest ChatGPT advertisers in the UK.

Toby Benjamin, chief media officer, Dentsu UK & Ireland: "We are proud to be at the forefront of defining what effective, responsible advertising looks like in these new environments. ChatGPT is already changing how consumers research, compare, and make purchasing decisions, and our role is to ensure our clients’ brands are present, credible, and competitive from the very start. Partnering with Adthena’s Decision Intelligence backs that positioning with data and supports us in staying ahead as this channel scales."

Decision Intelligence tracks auction activity

Adthena's Decision Intelligence platform monitors paid placements across ChatGPT and is intended to help advertisers understand changes in auction dynamics by identifying competitor activity and its impact on advertising costs. The platform also provides recommendations on bidding strategies and budget allocation based on market conditions.

Kat Pouwer, senior director, partnerships EMEA, Adthena: "OpenAI’s Ads Manager tells you what is happening to your campaigns. Adthena tells you why and what to do about it. Launching Decision Intelligence alongside a partner like dentsu, who already has live data and real clients competing in the UK ChatGPT auction, means our intelligence is being tested and validated against the most complex auction conditions in the market right now. UK advertisers now have access to advertising intelligence in combination with dentsu’s campaign expertise, and that combination is unmatched."

Focus on peak trading season

The companies said the partnership is intended to help UK brands prepare for increased competition during the second half of the year, as more advertisers adopt ChatGPT's self-service advertising platform ahead of the peak trading season.

www.dentsu.com

www.adthena.com

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