OpenAI is expanding ChatGPT ads by introducing new ways for advertisers to buy and manage campaigns while maintaining user privacy and keeping ads separate from ChatGPT’s answers. Advertisers can now create ChatGPT ads through partners or a new beta self-serve Ads Manager, which allows businesses of all sizes to register, set budgets, bids, upload ads, launch campaigns, and view performance. The rollout of Ads Manager begins in the US and will gradually open to more businesses.
Expansion of Access and Partnerships
Initially, ChatGPT ads were available to a small group of advertisers, but OpenAI has broadened access through partnerships with major agencies like Dentsu, Omnicom, Publicis, and WPP, as well as technology partners including Adobe, Criteo, Kargo, Pacvue, and StackAdapt. These partners help advertisers manage budgeting, bidding, and creative processes, while OpenAI controls ad delivery.
Introduction of CPC Bidding
OpenAI is adding cost-per-click (CPC) bidding alongside the existing cost-per-mille (CPM) model. CPC bidding allows advertisers to pay only when users click on ads, aligning spend more directly with user actions. This is significant because many ChatGPT conversations are decision-oriented, and clicks serve as meaningful signals of ad relevance. OpenAI plans to support more bidding and optimization options over time.
Enhanced Measurement Tools
To address advertiser demand for better performance insights, OpenAI launched Conversions API and pixel-based measurement tools. These enable advertisers to track actions like purchases, leads, or sign-ups after ad engagement, while protecting user privacy by providing only aggregated data without access to individual conversations. Improved measurement helps optimize ad relevance and quality, benefiting both advertisers and ChatGPT users.
Building a Responsible ChatGPT Ad Platform
OpenAI emphasizes that ChatGPT ads will adhere to principles ensuring that ChatGPT’s answers remain independent, conversations stay private, and users control their experience. The ad platform aims to help users discover relevant products and services as they explore and make decisions. OpenAI plans to continue evolving the platform with new ad formats, objectives, and capabilities to support businesses of all sizes in reaching customers effectively and responsibly.
