Japan advertising industry: Advertising on ChatGPT begins in Japan Quick Note

Research evidence excerpt

Japan advertising industry: Advertising on ChatGPT begins in Japan Quick Note

Global Markets Research

19 June 2026Japan advertising industry

EQUITY: JAPAN MEDIA

Research Analysts

Advertising on ChatGPT begins in Japan Japan internet & media

Ryohei Harahata - NSC

ryohei.harahata@nomura.comQuick Note +81 3 6703 1016

Jiyong Oum - NSC

Trial of ad placements on ChatGPT in Japan announced jiyong.oum@nomura.com

OpenAI has been running ads to users on its ChatGPT service on a trial basis in the US +81 3 6703 1179

and elsewhere, and now plans to expand these trials in Japan. On 18 June, Dentsu Group

[4324] (Neutral) subsidiary Dentsu Digital, Hakuhodo DY Holdings [2433] (Neutral)

subsidiary Hakuhodo DY One, and CyberAgent [4751] (Buy) announced that they will

provide sales and operational support for ads on ChatGPT as launch partners in Japan.

Implications for Japan's advertising industry: Could spur intensification of

competition among advertising media

This announcement comes as no surprise as it is in line with what we discussed in our 19

January 2026 Quick Note Japanadvertisingindustry-OpenAIannouncesthatitwill

begintestingadsonChatGPT. The next point to watch for the advertising industry will be

the full-fledged rollout of Alphabet's AI search ads in Japan, which are now available in

English-speaking countries. We expect ad placements to become more widespread

across various AI services, which should bring tailwinds for the advertising agency

industry. For advertising media, however, given the limits to advertiser budgets, the

emergence of new advertising media may well intensify competition among advertising

media companies.

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