Search Ads vs. Conversational Ads: The OpenAI Shift

In January 2026, OpenAI formalized the arrival of advertising on ChatGPT, marking a major turning point in the digital advertising landscape. With 400 million active users per week and a market projected to reach 26 billion dollars by 2029, this new advertising channel is redefining the rules established for 20 years by Search Ads.

This 36-page white paper takes an in-depth look at the transition from Search Ads to Conversational Ads. You will find a detailed structural comparison of the two models, an analysis of the 5 principles of OpenAI and their implications for advertisers, as well as a decision-making framework to determine your strategic posture: Early Mover, Fast Follower, or Strategic Observer.

Written by Jordan Chenevier-Truchet, CEO of Bulldozer, this document is based exclusively on confirmed ads, verified market data, and established advertising principles. No hypes, only actionable facts and recommendations.

Download this white paper for free to understand how to prepare your organization for this new advertising paradigm, whether you plan to invest as early as February 2026 or in 18 months.