Vendor reportGraphite and Similarweb, 2026

Half of the top 10 advertisers ran more ads on ChatGPT than on Meta

Channel mix & planning

50%

of the top 10 advertisers active on ChatGPT, Meta and Google Search ran more ads on ChatGPT than on Meta in the trailing 28 days to August 2026

Reader Note:: This is a small cross-channel comparison for 10 advertisers running on all three channels over the trailing 28 days to August 2026, using Similarweb AI Ads, Meta Ad Library, and Google Ads Transparency Center. The 50% figure means 5 of those 10 advertisers had more live ads on ChatGPT than on Meta. The sample is limited to advertisers active on all three channels and does not represent the market as a whole.
Evidence:: Observed behaviour
Vendor interest:: Moderate — This comes from a company with a commercial interest in this market, so it is not a neutral source.
Sample:: Similarweb user panel across 9 live ChatGPT ad markets (panel size not disclosed), plus Graphite analysis of 95k+ US ChatGPT ads from 500+ advertisers, 70k+ creatives, 50k+ headlines, and 8k+ landing pages from April to mid-August 2026.

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Getting a rough orientation, and deciding what to check yourself.

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Saying that one thing caused another, or predicting what you would get.
This comes from a company with a commercial interest in this market, so it is not a neutral source.
The two groups were not split at random — they picked their own side. The difference may have been there before anything was measured.
This is one case — one company, one campaign, one account. Nothing implies it happens anywhere else.
The source says how much it looked at, but not how any of it was chosen.

Paid media overtook martech as the largest slice of the marketing budget between 2018 and 2025, rising from 23.2% to 30.6% while martech fell from 29.2% to 22.4%

Change in marketing budget allocation by resource, 2018 to 2025
Resource	Change 2018 to 2025 (percentage points)
Paid media	7.4
Labor	-2.6
Agencies	-2.3
Martech	-6.8

33.8%

of US Fashion site visits now come from paid channels (Search + Social + Display), overtaking Direct traffic's 27.8% share for the first time in three years (Jul 2023–Jul 2026).

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Fixing your influencer marketing campaign: How to get into the top 10% of advertisers

53.9% of US marketing leaders say marketing keeps influencing a customer for a year or longer, though the most common single answer is several months at 24.4% and the report's median is six months

Marketing Performance: Perceived marketing influence duration on customers, as reported by US CMOs in 2026
Duration	Percent (%)
An hour	0.6%
12 hours	0.6%
A day	1.3%
A week	2.6%
A month	6.4%
Several months	24.4%
6 months	10.3%
1 year	21.8%
2 years	18.6%
5 years	9%
7 years	0%
10 years or more	4.5%

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9.6%

of overall budget and company revenues go to marketing on average (2026 survey of US companies)

SEO, social, email, retail media and influencer all rank higher on impact than on the budget they receive

Marketing budgets ranged from 5.8% to 9.7% of company revenue across industries in 2025, with consumer products highest and IT and business services lowest

Marketing budget as a percent of total revenue by industry, 2025
Industry	2025 (%)
Consumer products	9.7%
Manufacturing	9.5%
Pharma	9%
Media	8%
Insurance	7.5%
Financial services	7.2%
Retail	7.1%
Tech services and products companies with over $250M revenue	7.1%
Travel and hospitality	6.7%
Healthcare	5.9%
IT and business services	5.8%

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Half of the top 10 advertisers ran more ads on ChatGPT than on Meta

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