How the Tracking Works
OpenAI’s ad‑collection system, hosted at atbzr.openai.com, now places a cookie called __obi on users’ browsers. The cookie is limited to the openai.com domain and is linked to the ChatGPT account you use on the platform. When you visit other websites, the cookie is transmitted back to OpenAI, allowing the company to see which sites you browse while you chat.
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Google Adds Pixel 9 Series to Certified Refurbished StoreThe mechanism works by letting advertisers who pay to display ads on ChatGPT embed a small snippet of OpenAI code on their own pages. This code reads the __obi cookie and sends its value to OpenAI whenever a user lands on the advertiser’s site. The process is similar to how retailers embed tracking pixels on their pages. As a result, OpenAI can correlate your ChatGPT activity with your visits to third‑party sites.
The __obi cookie is set only when you are logged into ChatGPT. Its value is unique to your account and remains unchanged while you use the service. When you click on a link or load a page on another site, the browser automatically includes the cookie in the request. The embedded OpenAI script on that site captures the cookie and forwards it to OpenAI’s servers. The data is then linked to your ChatGPT profile, creating a profile that spans multiple domains.
Advertisers benefit because they can target users with ads that match the content of the sites you visit. OpenAI can also use the data to improve ad relevance and measure campaign performance. The system is designed to operate silently, without prompting the user for permission or displaying any messages.
Is Your Privacy at Risk?
The new system raises concerns about how much personal information is shared across platforms. Users may not realize that their browsing history on unrelated sites is being tied back to their ChatGPT account. While the cookie is scoped to openai.com, the data is still transmitted to OpenAI from every site that hosts the tracking script. This could allow the company to build detailed profiles of user interests and habits.
OpenAI has stated that it will use the data only for advertising purposes and that it will not share it with third parties beyond advertisers. However, the lack of transparency and the automatic nature of the data transfer make it difficult for users to control what is collected. Privacy advocates argue that clearer opt‑in mechanisms and more granular user controls are needed to protect individual privacy.
The broader implication is that AI platforms may become hubs for cross‑site tracking, blurring the line between conversational assistants and marketing tools. As more companies adopt similar strategies, users could find their online activity increasingly monitored, even when they are not actively engaged with the AI service.
What is the __obi cookie? It is a small cookie set by OpenAI’s ad‑collector when you log into ChatGPT. It is tied to your account and is sent to OpenAI from other sites you visit.
Frequently Asked Questions
Does OpenAI share my browsing data with other companies? OpenAI claims the data is shared only with advertisers who pay to display ads on ChatGPT. No third‑party data sharing beyond that is disclosed.
Can I opt out of this tracking? Currently, there is no built‑in opt‑out feature. Users can delete the __obi cookie manually, but the tracking script will recreate it when you return to ChatGPT.
Will this affect my ChatGPT experience? The tracking does not alter the core functionality of ChatGPT. It is used solely for advertising purposes and does not influence the responses you receive.
Is this legal under privacy regulations? OpenAI asserts compliance with applicable laws, but regulators may scrutinize the practice under data protection rules that require user consent for cross‑site tracking.
