Dentsu, Adthena Partner to Strengthen ChatGPT Advertising in the UK
The partnership combines dentsu’s campaign expertise with Adthena’s new ‘Decision Intelligence’ product to give advertisers the clarity they need to succeed.
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Dentsu and Adthena have announced a strategic partnership in the UK to help brands navigate and compete in the world’s newest digital advertising channel.
By combining dentsu’s experience running live campaigns in the channel with Adthena’s new Decision Intelligence capability, the partnership gives advertisers both the executional expertise and competitive visibility needed to enter the market with greater confidence and control.
As one of OpenAI’s four UK agency launch partners, dentsu was an early mover in the ChatGPT ad auction, with live campaigns already running for brands including Hilton. This early activity has given dentsu valuable performance data and real-market learnings from one of the newest and fastest-evolving digital advertising channels.
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That experience means dentsu brings practical expertise across campaign setup, measurement, and optimisation, helping clients launch and scale with greater confidence. Adthena’s data reinforces the strength of that early presence, with three dentsu clients currently ranking among the top nine ChatGPT advertisers in the UK.
“We are proud to be at the forefront of defining what effective, responsible advertising looks like in these new environments,” said Toby Benjamin, Chief Media Officer, Dentsu UK & Ireland.
“ChatGPT is already changing how consumers research, compare, and make purchasing decisions, and our role is to ensure our clients’ brands are present, credible, and competitive from the very start.”
“Partnering with Adthena’s Decision Intelligence backs that positioning with data and supports us in staying ahead as this channel scales.”
Adthena Decision Intelligence
Central to the partnership is the launch of Adthena Decision Intelligence, a new product designed specifically for the competitive dynamics of AI-native advertising environments.
ChatGPT’s native Ads Manager shows advertisers their own performance: cost-per-click, impressions, and click-through rates, but not the competitive landscape around them.
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As the UK auction opened and new advertisers rushed to establish positions, brands found CPCs swinging by as much as 39% to 278% with no explanation of why and no visibility of who just entered the auction against them.
This context is the difference between spending efficiently and burning budget through budget indiscriminately.
Adthena’s ChatGPT Decision Intelligence solves exactly this problem. By monitoring paid placements across the ChatGPT ecosystem, Adthena identifies which competitors have entered specific prompt categories, when they appeared, and what effect their entry has had on auction prices.
Crucially, the platform translates this intelligence into prioritised, actionable recommendations: whether to cap bids on inflated groups, redirect budget to uncontested prompt categories, or win high-value placements on creative strength rather than bidding power.
“OpenAI’s Ads Manager tells you what is happening to your campaigns. Adthena tells you why and what to do about it,” said Kat Pouwer, Senior Director, Partnerships EMEA, Adthena.
“Launching Decision Intelligence alongside a partner like dentsu, who already has live data and real clients competing in the UK ChatGPT auction, means our intelligence is being tested and validated against the most complex auction conditions in the market right now.”
UK advertisers now have access to advertising intelligence in combination with dentsu’s campaign expertise, and that combination is unmatched.”
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How dentsu and Adthena Are Preparing UK Brands for Peak Season
With Q3 and Q4 approaching and ChatGPT’s self-service platform only recently opened to all advertisers, the window to establish strong auction positions before the peak season is narrow.
Together, Adthena and dentsu UK&I are working to ensure brands can compete without overpaying and build durable positions in an auction that rewards those who understand the competitive landscape around them.
