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Aleph is the exclusive reseller of ChatGPT ads in 44 countries, 14 of them in Latin America
IA en un minuto newsroom · Editor: Jon Elgezabal
In 30 seconds
Brands and agencies in 44 countries can now buy advertising on ChatGPT through Aleph, which OpenAI has picked as its exclusive reseller in those markets. The contract, the payment and the invoice stay in the advertiser's country, with support from local teams. The list includes 14 Latin American countries, such as Argentina, Chile and Colombia, but not Spain.
Aleph, a media and payments company for digital platforms, has become the exclusive reseller of ChatGPT ads, the advertising OpenAI shows inside its assistant, in 44 countries. As of November 12, brands and agencies in those markets can buy them, pay for them and get help through a local team, without dealing with OpenAI directly.
By region, Latin America accounts for 14 of those countries; Europe and Central Asia for 16; the Middle East and Africa for 10, and Asia-Pacific for 4. The Latin American group includes Argentina, Colombia, Chile, Peru, Puerto Rico and Uruguay, among others; Europe has countries such as Romania, Hungary, Czechia and Ukraine, and the rest of the list also takes in Saudi Arabia, the United Arab Emirates, Turkey, South Africa and Hong Kong. Spain is not on it.
Anyone working with Aleph signs the contract and gets the invoice in their own country, and the company's teams in each market take care of sign-up and first-line support. According to the announcement, released from Dubai, Aleph also brings its own payments infrastructure.
Gastón Taratuta, founder and CEO of Aleph, sums up the offer as a nearby team that "speaks their language, bills in their currency and extends credit." The company says it operates in more than 130 markets, with more than 90 offices and partnerships with more than 50 digital platforms.
Why it matters · analysis and opinion
OpenAI turning to an intermediary to sell its advertising says a lot about how it wants to grow that business: instead of opening sales offices country by country, it leans on someone who already invoices, collects in local currency and advances credit to advertisers. Aleph already plays that role for other digital platforms, according to the company itself. For a mid-sized brand in those countries, the obstacle stops being administrative, and the question becomes whether ads inside an assistant perform well enough. The announcement gives no prices, formats or results, so it is worth asking for them before committing a budget. For Spanish companies, nothing changes for now: the deal does not include Spain.
Source: Aleph · Written with the help of AI: how we make the news
What does it mean for your business? · analysis and opinion
The agreement mainly affects businesses and agencies in the 14 Latin American countries on the list, including Argentina, Uruguay, Colombia, Chile, Peru, Bolivia, Ecuador, Panama, Costa Rica, Guatemala, El Salvador, Paraguay, Puerto Rico and the Dominican Republic. For a small business in these markets that already invests in digital advertising, the practical change is that it can buy ads on ChatGPT by signing the contract and receiving the invoice in its own country, with a local team handling sign-up and first-level support. Spain is not among the 44 markets, so this agreement does not change anything for Spanish advertisers.
Our advice, before moving budget, is to treat it like any new channel: start with a small test with a measurable goal, and compare the result with what search or social advertising already delivers. Aleph has a page dedicated to OpenAI where advertisers in those countries can ask for information and get in touch with its local team.
It is worth reading the terms carefully before signing. Being invoiced in local currency and having a reseller that can extend credit makes things easier for a small business, but it is wise to be clear from the start about the payment term, what happens if the campaign does not work, and who to contact about an issue, since day-to-day dealings will be with Aleph and not directly with OpenAI.
