Criteo said in its third-quarter 2026 results that its offering for advertising on ChatGPT is now available in 89 countries, and that it will take its performance connected TV product beyond the United States starting with Brazil and Mexico by the end of 2026.
What happened
Criteo reported on November 4. It says it became OpenAI’s first advertising technology partner in March 2026, enabling thousands of brands to advertise on ChatGPT. Media spend was $1.2 billion in the quarter and $4.6 billion over the last twelve months, up 9% year over year at constant currency in Q3.
The CTV rollout continues in 2027 with Canada, the UK, France, Germany, Italy, Spain, Australia and select additional markets. Criteo also said it is working with THG Ingenuity to bring sponsored products into AI-powered conversational search, and that its retail media adoption extends to about 4,700 brands, with new retail partners including Notino, El Puerto de Liverpool, ONIGO, Adore Beauty and PayU.
Why it matters
Three channels sit in one release: AI assistants, living-room screens and retailer sites. Criteo now lists sponsored placements in ChatGPT, CTV and retail media together in one results release. Separately, Amazon started inviting U.S. customers to text its Alexa shopping agent, another route by which shopping questions reach advertisers outside a search box.
Criteo’s board also gained an independent director this quarter, as we reported in Criteo Appoints Former Microsoft Advertising Executive JC Mao to Its Board.
One original insight
In our reading, the 89-country figure describes availability of the offering, and the release does not give a spend or campaign count for ChatGPT. Marketers evaluating it can ask Criteo for the number of live campaigns and the measurement method before assigning a test budget.
