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# Op-ed: brands should wait and see before buying ChatGPT ads for Q4
- URL: https://www.medianexis.com/op-ed-brands-should-wait-and-see-before-buying-chatgpt-ads-for-q4/
- Published: 2026-09-30T19:02:57.000Z
- Updated: 2026-09-30T19:02:58.000Z
- Description: Retail TouchPoints publishes Zoomd CMO Omri Argaman’s take that marketers should hold off on ChatGPT ads this holiday season, citing OpenAI’s shifting pricing (from $60 CPMs to $3-to-$5 CPCs) and still-forming best practices among early testers.
- Author: The Signals Desk
- Tags: Ad-tech, AI, Kate Robertson, LLMs reshaping Q4 shopping journey

*Signal from* [*retailtouchpoints.com*](https://retailtouchpoints.com/?ref=medianexis.com) *·* [*Kate Robertson*](https://www.medianexis.com/tag/by-kate-robertson/) *·* [*read the original*](https://www.retailtouchpoints.com/executive-viewpoints/llms-will-reshape-the-q4-shopping-journey-just-not-in-the-way-many-marketers-think/621592/?ref=medianexis.com)*.*