What happened
According to reporting by Barry Schwartz on Search Engine Roundtable, OpenAI distributed an update email detailing several changes to ChatGPT Ads on 12 Nov 2026. The platform is renaming its automated bidding tool from Maximize Results to intelligent bidding, keeping its focus on adjusting delivery to meet business goals within set budgets.
OpenAI also introduced new cost target options in its Ads Manager for new campaigns. Advertisers can now select Target CPA to control average conversion spending for leads or purchases, or Target CPC to manage click costs. Older bid limits, namely Max Bid and Max CPC, will officially retire on 1 January 2027. In addition, product feed promotions now permit regional targeting within individual countries, and advertisers can apply multiple rules to single product fields when building ad groups.
What it means for Malaysian businesses
The source does not indicate whether ChatGPT Ads are currently open to advertisers in Malaysia, so we are watching for local availability here.
Even while waiting, these updates reveal how OpenAI intends to build out its commercial platform. By shifting from fixed maximum bids to target-based bidding models, OpenAI is following a path similar to traditional search platforms. The addition of sub-national geographic targeting is particularly useful for commercial brands that only operate in specific states or urban areas. When advertising becomes accessible to companies in Malaysia, being able to target by market rather than a whole country will prevent wasted spend.
What we would do
- Review existing paid search benchmarks. Note your current cost per acquisition and cost per click in Google Ads so you have clear reference numbers ready when conversational ad platforms open locally.
- Clean your e-commerce product feeds. Ensure custom labels, product categories, and stock attributes are well structured so you can test multi-rule filters without data errors.
- Define your local delivery areas. Decide which states or regions you can actively service so you are prepared to test sub-national campaign targeting rather than nationwide delivery.
- Monitor your unit economics. Because automated bidding models can produce higher or lower costs than the stated target, calculate the maximum acquisition cost your business can afford before testing new automated channels.
Source: OpenAI ChatGPT Ads Updates: Intelligent Bidding, New Cost Targets, Geo-Flexibility & Product Set Filters, reported by Barry Schwartz at Search Engine Roundtable on 13 November 2026. This is our commentary; read the original report for the full details.