OpenAI has begun adding advertising features and updates at a much faster clip than most marketers can keep up, with several major updates spotted this week. One feature identified by Craig Graham, CEO at Canadian-based Grayvault Consulting, allows advertisers to upload custom audience lists to ChatGPT Ads under an "Audiences" tag, enabling targeting based on a list of their own customers, an email or phone list. Graham noted that match rates will be partial, writing, "Only the people whose details match an account will be found." Anthony Higman, founder and CEO at Adsquire, identified two updates: Audiences and advanced bid adjustments for audiences. ChatGPT in June added the ability to generate ads through a feature described as "ad variation based" under the "Add new ad" option, allowing the advertiser to opt in for ChatGPT to create, review, edit, and approve the ad. However, Higman criticized the process, describing that when an advertiser uses a suggested ad, the platform pulls down all ads in that ad group and they go back into review. The article notes that despite new advertising services, many glitches need revising.