Short answer
Ads personalisation isn't available in the EEA or Switzerland, so OpenAI advises against custom audiences for campaigns targeting those countries. Ads there are matched on the current conversation only. Context hints, location and platform targeting still work.
What still works in Europe
- Context hints and conversation relevance
- Country and, where available, regional targeting
- Platform targeting
- Pixel and Conversions API measurement, with proper consent
Planning tips
- Run separate campaigns for Europe and non-European markets
- Rely on sharp ad groups instead of lists
- Make sure consent banners and data sharing meet GDPR before sending conversion data
Questions
Is personalisation coming to Europe?
OpenAI says personalised ads aren't initially available there. It hasn't announced a date.
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.
