Short answer
In October 2026 the main ways to advertise around AI answers are ChatGPT ads (OpenAI Ads Manager, 63 self-serve countries), Google ads in AI Overviews (through existing Search, Shopping and Performance Max campaigns), Microsoft Copilot (through Microsoft Advertising), third-party networks such as Thrad, and an Amazon DSP pilot into ChatGPT. Perplexity is winding its ads down.
Overview
| Platform | How you buy | Can you choose topics? |
|---|---|---|
| ChatGPT | OpenAI Ads Manager, partners | Yes, context hints |
| Google AI Overviews | Existing Google Ads campaigns (broad match, PMax, AI Max) | No separate targeting |
| Google AI Mode | Testing in the US | – |
| Microsoft Copilot | Microsoft Advertising | Standard Microsoft targeting |
| Thrad | Self-serve or managed | Context and intent |
| Amazon DSP into ChatGPT | Pilot from 10 September 2026 | Through DSP |
| Perplexity | Being wound down by end of 2026 | – |
Questions
Where should B2B start?
ChatGPT, because you can choose the conversations. Treat Google AI Overview ads as part of search.
Facts checked against the sources below on 12 October 2026. Platforms change quickly: if something here no longer matches what you see, tell us and we will update it.
