The AI ad economy is speedrunning the entire history of the open web. Land grab first, bouncers second.

Amazon brought its DSP to the party. As of today, advertisers can buy conversational ads inside ChatGPT, with Delta Vacations testing early.

The pitch: Amazon’s shopping data plus near-zero DSP fees against The Trade Desk’s 15-20%.

The catch: OpenAI’s measurement is barely there.

But your shelf space now depends on a feed. ChatGPT Shopping’s feed-sourced picks jumped from 8.26% to 61.54% after July 10. Of 687 tracked merchants, 450 lost visibility.

Of 687 merchants tracked, 450 lost visibility and only 67 gained. Without a connected feed, you end up on the wrong side of that split.

Then the bouncers showed up. Amazon tried to keep Perplexity’s Comet agent off its store and lost again, with the 9th Circuit declining a rehearing.

Its reasoning: the user accesses Amazon, the agent merely helps.

OpenAI plays doorman too. It reportedly stopped approving ads from rival image and audio tools, Adobe included. Video generators still get in.

And Cloudflare’s block lands September 15. Googlebot, Bingbot, and Applebot get judged by their strictest classified use, so “block AI bots” can kill your indexing.

Doing nothing is still a choice here.

So you have two action items, potentially:

• Get your product feed connected.
• Open your Cloudflare settings before Tuesday if you don’t want the defaults.