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 weekly active users and a market projected at $26 billion by 2029, this new advertising channel is redefining the rules established over 20 years by Search Ads.

This 36-page white paper provides an in-depth analysis of the transition from Search Ads to Conversational Ads. You'll find a detailed structural comparison of both models, an analysis of OpenAI's 5 principles and their implications for advertisers, as well as a decision framework for determining your strategic posture: Early Mover, Fast Follower, or Strategic Observer.

Written by Jordan Chenevier-Truchet, CEO of Bulldozer, this document relies exclusively on confirmed announcements, verified market data, and established advertising principles. No hype, only facts and actionable 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.