New ways to buy ChatGPT ads

Source: OpenAI Blog

Overview

We’re taking the next step in our ChatGPT ads pilot by making it easier for businesses to participate while keeping the experience useful, private, and clearly separate from ChatGPT’s answers. Advertisers can now create ChatGPT ads through partners or a new beta self‑serve Ads Manager. We’re also introducing cost‑per‑click (CPC) bidding and expanded measurement tools, giving businesses more flexible ways to buy, manage, and understand campaign performance without sharing conversations or personal details with advertisers. These updates make it easier for more businesses to participate and lay the groundwork for a broader ads platform built around how people use ChatGPT.

Partner Ecosystem

We have been collaborating with leading agency partners—including Dentsu, Omnicom, Publicis, and WPP—to support businesses purchasing ChatGPT ads. We’ve also added technology partners such as Adobe, Criteo, Kargo, Pacvue, and StackAdapt, and will continue to invest in and expand our partner ecosystem.

Through these partners, advertisers can access ChatGPT ads using tools and processes they already use to grow their businesses. Partners help with campaign budgeting, bidding, and creative, while OpenAI’s ads system controls all delivery decisions.

Beta Self‑Serve Ads Manager

Today we’re beginning to roll out a beta self‑serve Ads Manager that allows advertisers in the US to sign up and purchase ads directly to appear in ChatGPT.

Ads Manager makes it easier for companies of all sizes—from SMBs and startups to global brands—to grow their businesses via ChatGPT. Businesses can:

• Register as advertisers
• Add payment information
• Set budgets, bids, and pacing
• Upload ads, launch and manage campaigns
• View performance in the portal

We’re gradually opening Ads Manager to more businesses as we continue to test and refine the experience. Businesses interested in learning more can sign up for an account here.

Bidding Options: CPM and CPC

In the first phase of the pilot, advertisers could buy ChatGPT ads on a CPM (cost‑per‑mille impressions) basis, a preliminary means to understand demand, delivery, and early performance. Now we’re adding cost‑per‑click (CPC) bidding so advertisers can align their spend more directly with the actions people take after seeing an ad.

Many ChatGPT conversations are active and decision‑oriented—people are learning about a category, comparing options, or deciding what to do next. In those moments, a click is a meaningful signal that an ad was relevant and helped someone move forward. Advertisers are only charged based on a click outcome.

We’ll continue to support both CPM and CPC buying, and over time expect to support additional bidding and optimization methods.

Measurement Tools

One of the most requested capabilities during the ads pilot has been more robust measurement. We recently launched:

• Conversions API
• Pixel‑based measurement

These tools let advertisers understand what happens after someone engages with an ad—such as a purchase, lead, sign‑up, or other meaningful action—while protecting user privacy. Advertisers receive aggregated performance insights without access to individual conversations.

Better measurement helps advertisers understand performance and improves the experience for ChatGPT users. Stronger signals enable more relevant ads, higher quality ad matching, and optimization systems that are accountable to real outcomes rather than impressions alone.

Future Roadmap

We’re still early in building advertising in ChatGPT, and our focus remains on supporting broader access to powerful AI while staying consistent with our principles: ChatGPT’s answers stay independent, conversations stay private, and users remain in control of their experience.

As people turn to ChatGPT to explore needs, evaluate options, and make decisions, we see an exciting opportunity to help them discover relevant products and services through ads. Over time, we plan to evolve our ad platform with new formats, objectives, and capabilities to help businesses reach customers in useful and relevant ways, providing opportunities for businesses of all sizes to grow and thrive.