Issue #40: Shoppable chat is here

☕ Good morning performance pros

Coffee poured? Catch the key headlines from this week in under 2 minutes.

🗞️ Top Stories

1. ChatGPT Instant Checkout goes live
   OpenAI introduced their agentic commerce product so users can discover and buy directly inside ChatGPT, moving the app towards native shopping. OpenAI

2. Spotify opens inventory to Amazon DSP

   The new deal lets brands buy Spotify ads via Amazon DSP in nine markets, combining Amazon data with Spotify’s reach. MediaCat

3. TikTok launches Travel Ads
   TikTok rolled out AI optimised Travel Ads that allows advertisers to target high-intent travellers through discovery and booking moments. Search Engine Land

4. Meta to use AI chats for ad personalization
   Meta said interactions with its AI tools will start to inform ad and content recommendations across Facebook and Instagram. Reuters

5. High fat, salt, sugar (HFSS) ad restrictions take effect in the UK
   This week new rules landed that restrict paid digital ads for less healthy food and drink, with Ofcom and the ASA overseeing compliance. IAB

6. The Trade Desk announces ‘Audience Unlimited’
   The independent DSP overhauls its data marketplace, with lower fees and new trading modes aimed at simpler, more effective ad targeting. Business Wire

💭 60-Second Take – Shoppable chat is here

OpenAI’s newly launched Instant Checkout incorporates discovery, decision, and purchase into a single ChatGPT thread, letting people shop and pay without leaving the platform. The launch is limited to Etsy and Shopify partnerships for now, but over time any brand with clean product data could be transacted by an AI agent.

What can brands and marketers do today?

• Brands with eligible ecommerce infrastructure should start with a clean, accurate product feed and a focused, high margin SKU set

• Including content that is optimised for agents, such as comparisons, FAQs, promos and stock levels, will help to elevate brands in results

• Incorporate typical tracking rigour with UTMs, relevant promos and post-purchase events to establish lift

• In terms of performance, expect direct attribution with high relative conversion rates from this growing organic channel

The marketing funnel keeps compressing, with intent, interest, and conversion happening in one place with this agentic product. Brands with well optimised feeds, clear offers, and rapid fulfilment are best placed to win in what will no doubt be an increasingly competitive environment.

Traditional search, marketplace and affiliate paths will hold steady in the short term but face growing pressure as agentic commerce inevitably scales.

Shoppable chat brings customers closer to the holy grail of frictionless buying.

Got feedback, suggestions or interested in partnerships? Hit reply and let us know.

See you next time,

Access Adtech