TBPN Full Interview: Eric Seufert on AI and Advertising
28 snips
Jan 30, 2026 
Eric Seufert, analyst at Heracles Media known for ad and AI analysis. He breaks down ChatGPT’s ad rollout and CPM strategy. He explores who will own the LLM ad stack and how AI-driven lifts compound ad performance. He debates privacy tradeoffs, Apple and Google monetization moves, and the economics of Instant Checkout and commerce on TikTok.
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Ads Were Inevitable For ChatGPT
- OpenAI's ads rollout was inevitable after hiring ad veterans and acquiring experimentation talent.
- The initial launch mirrors Netflix's primitive MVP and must evolve into conversion-optimized ads to succeed.
Early Ads Are A Data-Collection Play
- OpenAI's early CPM-focused, low-measurement approach is a data-bootstrap strategy not a final product.
- Success depends on how quickly they build targeting, measurement, and creative optimization to match Meta.
Bootstrap Ads Before Optimization
- Launch ads with simple placements and CPM tests to bootstrap learning and data.
- Then iterate toward conversion optimization once you accumulate conversion signals.