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Issue #6: OpenAI hires adtech pro - are ChatGPT ads next?

The fastest way for digital marketing pros to look smart in the weekly stand-up

May 16, 2025 • Estimated Reading Time: 3 minutes

☕ Good morning adtech aces!

Another scorching day? Grab an iced coffee and round off the week.

🗞️ Top Stories

  1. Microsoft to shutter Xandr and pursue agentic buying

    Advertisers were told the DSP will sunset by February 2026 as Microsoft shifts resources to a Copilot-powered ad platform. Digiday

  2. YouTube creator marketplace to launch in Google Ads

    A new hub inside Google Ads lets brands discover creators and boost videos campaigns, making influencer deals more accessible. Adweek

  3. Netflix to launch in-house ad platform across EMEA next week

    Netflix Ads Suite will replace the Microsoft stack in 12 European markets with ad tiers, introducing new ad formats to buyers. TVBEurope

  4. Performance Marketing Awards winners revealed

    The 19th edition of the awards recognised standout performance campaigns across a variety of brands, agencies and affiliate partners. Performance Marketing Awards

  5. OpenAI recruits ad product leader from Instacart

    Fidji Simo will step down as CEO to head a new “Applications” division OpenAI, signalling a move towards ChatGPT ad solutions. TechCrunch

💭 60-Second Take - why Fidji Simo joining OpenAI matters

OpenAI just hired Fidji Simo, the experienced Google and Meta alumni who turned Instacart into a retail media force in the US. The move signals that OpenAI wants to grow their consumer product base and the revenue streams that come with that. Why care?

  • Simo oversaw Facebook’s mobile News Feed and Instacart’s high margin ads unit. Expect native ad formats and commerce links inside future ChatGPT interfaces.

  • An Applications division hints at ChatGPT branded apps, perhaps including the likes of shopping, voice or even social. This positions OpenAI to capture data, payments and ad spend instead of handing off to 3rd parties.

  • Instacart was a launch partner for ChatGPT plug-ins, with Simo onboard, a seamless retail purchase experience for customers via AI chat becomes more plausible and measurable.

With OpenAI onboarding consumer, ads and commerce expertise digital marketers should watch for new paid placements and shoppable chat which has the potential to significantly disrupt existing performance media channels.

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See you next time,

Access Adtech