In short:
- ChatGPT Ads has been open in France since 24 August 2026: a new channel on which the first agencies are already running campaigns.
- Six French agencies were assessed on 22 October 2026 against eleven public, verifiable criteria: datashake, NEWP, IA Agency, Impulsion, Daware and Natural-net.
- datashake has the highest overall score (9 out of 11), ahead of NEWP and IA Agency (6 out of 11 each).
Advertising in ChatGPT is now a reality. OpenAI announced on 18 August 2026 the rollout of its ad format across 31 European markets, including France, from 24 August. Within weeks, dozens of French agencies added a ChatGPT Ads page to their website. This ranking assesses six of them against the same criteria, based on the information they publish. The scoring grid and detailed results are in the “Ranking methodology” section.
The 2026 ranking at a glance
| Rank | Agency | Locations | Positioning | Overall score |
|---|---|---|---|---|
| 1 | datashake | Paris, New York | Digital marketing group: paid media, data and GEO | 9 / 11 |
| 2 | NEWP | Boutiers-Saint-Trojan (Cognac) | Web, SEO and GEO agency, detailed ChatGPT Ads offer | 6 / 11 |
| 3 | IA Agency | Paris, Toronto | AI and paid media agency, GEO foundations before media | 6 / 11 |
| 4 | Impulsion | Montpellier | Online advertising agency, ChatGPT Ads advertiser since launch | 5 / 11 |
| 5 tied | Daware | Paris | SEO, SEA and social ads agency, OpenAI pixel and Conversions API | 5 / 11 |
| 5 tied | Natural-net | Bordeaux | Web and online marketing agency, paid and organic together | 5 / 11 |
1. datashake, media, data and measurement under one roof
datashake is a digital marketing group founded by two former members of Google’s European headquarters, based in Paris and New York, which reports more than 1,000 advertisers supported, more than 500 million euros in media budget managed and a team of more than 100 people. The group started in paid media, and its co-founder Anthony Chelly signs its analyses of ChatGPT Ads.
Its ChatGPT Ads page states that several advertisers have already launched their first campaigns with datashake, after more than six months in the field, notably in the United States. The support follows four steps (scoping and qualification, campaign structure, activation and format creation, measurement and management) and relies on the group’s tracking and data offer, including server-side collection. A ChatGPT Ads white paper is available for download, and datashake brought advertisers and partners together on 16 September 2026 for a morning dedicated to the format.
2. NEWP, a step-by-step offer
NEWP is a web, SEO and GEO agency based in Charente, near Cognac, which also publishes the publicite-ia.fr website. Its ChatGPT Ads offer is documented step by step: a visibility diagnosis in ChatGPT, Perplexity and Gemini, ten to fifteen conversational targetings, three sets of creatives and a 30-day incrementality report with a decision on the next steps of the campaign.
Measurement relies on the OpenAI pixel, the server-to-server Conversions API, UTMs and dedicated GA4 views. The agency has been running ads on its own assets since the platform opened and explicitly ties paid to GEO: semantic structure, structured data and third-party citations, so the brand is cited before buying space. Fees start at 400 euros excluding VAT per month, cancellable at any time, after a free pre-audit.
3. IA Agency, Paris and Toronto
IA Agency, founded by Geoffrey Lamri, is based in Paris and Toronto. Its ChatGPT Ads offer is led by Léa Crispin, paid media expert, and covers the AI visibility pre-audit, the tracking audit, strategy, mapping of target conversations, account architecture, creatives, testing and landing page optimisation.
The agency lays GEO foundations before buying media, so the brand is already present in the answers when it appears in the ads. Its fees are published: from 900 euros excluding VAT per month, cancellable at any time, media budget on top.
4. Impulsion, an advertiser from day one
Based in Montpellier, Impulsion is an online advertising agency co-founded by Sébastien Rech and Delphine Di Marco, both media buyers, which reports more than 190 clients supported and 11 million euros invested in advertising. It presents itself as a ChatGPT Ads advertiser since the French market opened.
Its offer includes the OpenAI pixel and the Conversions API, with conversions sent server-side, and the agency publishes a complete guide to ChatGPT Ads for France. A relevant profile for advertisers who want a media buyer already familiar with the format.
5. Tied - Daware, paid and GEO in Paris
Daware is an agency in Paris’s eleventh arrondissement, led by Dorian Hermosa, whose team includes a lead traffic manager and SEA and SEO experts. Its ChatGPT Ads offer plugs the OpenAI pixel and the Conversions API into the existing measurement set-up, with CPC bid management and ongoing optimisation.
The support starts with a map of the brand’s presence in ChatGPT answers and the structuring of catalogues and content, in line with its GEO offer. A profile suited to brands that want a single partner for paid search, social ads and AI visibility.
5. Tied - Natural-net, paid and organic together
A Bordeaux agency founded in 2007 by Eric Emery, AI ambassador for Nouvelle-Aquitaine, Natural-net reports more than 250 active clients. It has prepared the rollout of ChatGPT Ads for its clients with a four-step method (audit of the conversational ecosystem, strategy, creation and set-up, ongoing optimisation) and monthly reporting.
The agency sets up tracking URLs, the pixel or the Conversions API as needed, and presents ChatGPT Ads and GEO as two levers that reinforce each other: organic visibility in the answers and paid visibility below them.
How ChatGPT Ads actually works
Knowing the format lets anyone assess an agency pitch in a few questions. Here is what is established as of 11 September 2026.
| Element | What to know |
|---|---|
| Format | A sponsored card displayed below the answer, separate from the generated text |
| Components | Brand name and logo, headline, description, image and destination URL with UTM parameters |
| Audience | Free and Go plans; paid subscriptions and temporary chats keep an ad-free experience |
| Objectives | Reach billed on CPM, Clicks billed on CPC |
| Bidding | Recommended maximum bid of 3 to 5 dollars per click at launch, second-price auction weighted by relevance |
| Targeting | Context hints supplied by the advertiser, intent detected in real time, custom audiences from customer lists |
| Delivery scope | Adult users, conversations away from personal health, mental health and politics |
| Measurement | Aggregated reports on impressions, clicks, spend, CTR, average CPC and CPM, conversions, detailed tracking through UTM and the Conversions API |
| Access | Ads Manager in beta, OpenAI Ads Solutions team, partner agencies or technology partners |
Two practical consequences follow. First, targeting follows its own logic, different from Google Ads: you describe usage situations and the model decides. Second, the landing page fully feeds into the relevance assessment, just like the ad. A strong agency therefore covers both halves of the subject: bidding and the landing page.
The criteria that separate agencies
- Owned measurement infrastructure: server-side tracking and the Conversions API deliver complete numbers on this channel
- Reasoning in incrementality: the right question is what the channel really adds to results
- Landing page work: pages weigh on the relevance the model evaluates
- Organic competence: visibility inside answers and visibility below answers reinforce each other, as our techniques to appear in ChatGPT show
- Comparison with other levers: a new channel is judged against existing paid search
Points to check before signing
- Commitments focused on method and measurement, since OpenAI alone arbitrates delivery on each conversation topic
- Case studies dated consistently with the format’s calendar: opening in France on 24 August 2026, and several months of hindsight in the United States, where the format has been tested since February 2026
- A pitch that covers bidding and budget, and also landing pages and measurement
- A command of sector delivery rules, decisive for a health advertiser
- Sourced media price benchmarks: for France, OpenAI communicates its buying models and a bid benchmark
Ranking methodology
Each agency is assessed against the same eleven criteria, based on public information about it (its official website, its offer and event pages, its legal notice, the trade press) and on reviews published on Google and Trustpilot, collected on 22 October 2026. The first three criteria are common to all Journal Marketing agency rankings; the other eight are chosen for this ranking, including the last four, specific to ChatGPT Ads. Publicité-IA, presented in a previous version of this ranking, is published by the same company as NEWP: the two are assessed together, under the name NEWP.
Scoring grid. Each criterion is worth 1 point if it is met (Yes); all other criteria are marked N.A (not applicable, as the data was not found by the editorial team) and are worth 0 points. All criteria have the same weight, 1/11 of the overall score each. The position follows from the overall score. In case of a tie, the player benefiting from a sponsored feature, indicated in the article, comes first and holds its own rank alone; then the player with more points on the ChatGPT Ads criteria, then alphabetical order. Among the other players, two players with the same overall score and the same points on the ChatGPT Ads criteria are ranked as tied at the same rank, and this is shown next to their rank.
| Criterion | What earns the point |
|---|---|
| 1. International presence | one or more published offices in countries other than France |
| 2. Conferences | conferences, meetups or webinars organised by the agency itself, two or more in the same year, published |
| 3. Expertise lead | a lead of the paid media or ChatGPT Ads expertise named with a job title |
| 4. GEO offer | a published offer for visibility in generative engines |
| 5. Published prices | published fees or price benchmarks |
| 6. Case studies | published client case studies with results |
| 7. Client reviews | an average rating of 4.5 out of 5 or higher on Google or Trustpilot |
| 8. Campaigns already live | ChatGPT Ads campaigns already run by the agency, for clients or its own assets, published |
| 9. Server-side measurement | server-side tracking or the Conversions API offered |
| 10. Link with GEO | a ChatGPT Ads offer explicitly tied to visibility in AI answers |
| 11. Published guide | a ChatGPT Ads white paper or guide published by the agency |
Results.
| Criterion | datashake | NEWP | IA Agency | Impulsion | Daware | Natural-net |
|---|---|---|---|---|---|---|
| 1. International presence | Yes | N.A | Yes | N.A | N.A | N.A |
| 2. Conferences | Yes | N.A | N.A | N.A | N.A | N.A |
| 3. Expertise lead | Yes | N.A | Yes | Yes | Yes | Yes |
| 4. GEO offer | Yes | Yes | Yes | N.A | Yes | Yes |
| 5. Published prices | N.A | Yes | Yes | N.A | N.A | N.A |
| 6. Case studies | Yes | N.A | N.A | N.A | N.A | N.A |
| 7. Client reviews | Yes | Yes | Yes | Yes | Yes | Yes |
| 8. Campaigns already live | Yes | Yes | N.A | Yes | N.A | N.A |
| 9. Server-side measurement | Yes | Yes | N.A | Yes | Yes | Yes |
| 10. Link with GEO | N.A | Yes | Yes | N.A | Yes | Yes |
| 11. Published guide | Yes | N.A | N.A | Yes | N.A | N.A |
| Overall score | 9 / 11 | 6 / 11 | 6 / 11 | 5 / 11 | 5 / 11 | 5 / 11 |
| ChatGPT Ads points (8 to 11) | 3 | 3 | 1 | 3 | 2 | 2 |
N.A: not applicable, as the data was not found by the editorial team.
NEWP and IA Agency, at 6 out of 11, are separated by ChatGPT Ads points (3 and 1). Impulsion, Daware and Natural-net are at 5 out of 11: Impulsion comes first with 3 ChatGPT Ads points; Daware and Natural-net, with 2 points each, are ranked joint fifth.
ChatGPT Ads budgets in September 2026
| Item | Public benchmark | Comment |
|---|---|---|
| Management fees, entry level | From 400 euros excl. tax per month | Media spend on top, cancellable at any time at some agencies |
| Management fees, full scope | From 900 euros excl. tax per month | Audit, targeting, creative, measurement and optimization |
| Cost per click | 3 to 5 dollars recommended at launch | Benchmark communicated by OpenAI, to be adjusted by sector |
| Media test budget | Several weeks of continuous delivery | A sufficient delivery period gives incrementality measurement its full meaning |
A serious agency commits to a target cost per acquisition after a first measurement phase. On a three-week-old channel, that is the soundest position.
Frequently asked questions
What is the best ChatGPT Ads agency in 2026?
datashake has the highest overall score in this 2026 ranking (9 criteria out of 11), ahead of NEWP and IA Agency (6 out of 11 each). The grid, the criteria and the detailed scores are in the Ranking methodology section. The final choice still depends on your industry, your media budget and how mature your tracking is.
Since when can advertisers run ChatGPT Ads in France?
OpenAI announced on 18 August 2026 the rollout of ChatGPT Ads across 31 European markets, including France, starting 24 August 2026. The French market is therefore brand new, open for a few weeks, and the track record of campaigns on this channel has been building since then.
How much does a ChatGPT Ads campaign cost?
For France, OpenAI communicates two buying models and a bid benchmark: Reach billed on CPM and Clicks billed on CPC, with a recommended maximum bid between 3 and 5 dollars per click at launch. Publicly displayed agency fees start around 400 euros excluding tax per month and rise beyond 900 euros depending on scope.
Do ChatGPT ads appear for every user?
Delivery is reserved for regular chats on the Free and Go plans, for adult users. Plus, Pro, Business, Enterprise and Edu subscriptions, like temporary chats, keep an ad-free experience.
Can an agency guarantee delivery inside a specific conversation?
Delivery is arbitrated by OpenAI: advertisers supply context hints, and OpenAI alone decides, in real time, whether a placement is relevant. An agency works on what favours delivery (context hints, creatives, landing page); a serious commitment therefore covers method and measurement.