Performance Marketing Without Proper Tracking Isn't Performance Marketing
The term Performance Marketing carries a very specific logic: every action needs to be measurable, evaluable, and optimi...
6 Min Read
Summary
- OpenAI launched its self-serve Ads Manager for Europe on September 1, 2026, now allowing businesses of all sizes to run OpenAI Ads campaigns without having to go through large international advertising networks.
- OpenAI Ads are at an extremely early stage in the Greek market, with far fewer advertisers compared to the now-saturated Google Ads and Meta Ads.
- DontMatter is integrating this new channel into its broader range of services, combining it with its existing expertise in performance marketing.
- Success in an AI channel does not depend solely on the advertisement, but also on whether a company’s website is technically ready to stand as a credible source within this environment—an area where DontMatter possesses years of experience and expertise.
Every time a new advertising channel emerges, there is a brief window of opportunity where competition is still low, customer acquisition costs are low, and early movers learn the rules of the game before everyone else does. Following this logic, DontMatter is now integrating OpenAI Ads—the ads that appear within ChatGPT's responses—into its broader suite of services.
Why low competition won't last forever
The history of digital marketing has repeated itself enough times to now be recognized as a pattern. The early days of Google Ads, the first years of Facebook Ads, and even the initial phase of TikTok Ads all shared the same characteristic: very few advertisers, low cost-per-click, and a market that had not yet learned how to optimize its campaigns. Those who entered early in each of these channels have today built a significant advantage in data, experience, and cost-effectiveness over those who entered later, when the market was already saturated and costs had multiplied.
OpenAI Ads are currently at this exact starting point, especially in the Greek market, where OpenAI's self-serve Ads Manager opened for all of Europe just in early September. The longer a business waits, the more competitors it will find already established when it finally decides to jump in.
Advertising alone is not enough - the website must be ready too
However, there is a point that is often overlooked when a business considers investing in a new advertising channel. Advertising can bring the user to the door, but if the website behind it is not technically structured to be correctly "read" by the AI systems themselves, the investment loses much of its value. AI-powered search engines do not just evaluate the ad itself, but also how reliable, well-structured, and easily understandable the site hosting it is.
Why DontMatter is your partner for this step
This is exactly where the substantial difference lies between DontMatter and a purebred advertising agency. The company is not limited to campaign management, as it boasts years of experience and expertise in development, having designed and built dozens of websites, e-shops, and custom platforms for businesses across highly diverse industries.
In practical terms, this means that a business does not need to partner with one agency for advertising and a separate development company to fix its site. The entire chain, from the technical foundation of the website to the campaign itself within ChatGPT, can be executed by the same team, ensuring complete consistency between the two components.
For a business seriously considering entering OpenAI Ads, the question is no longer just "when," but also "with whom"—and the answer lies in a partner who can build, fix, and promote, not just advertise.
You can find more about DontMatter's OpenAI Ads management service here.
