New ways to buy ChatGPT ads

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.

Expanding how businesses can buy ChatGPT ads

We initially worked directly with a small group of advertisers to launch campaigns in ChatGPT. As we’ve expanded the pilot, we’ve broadened access through partners and are now introducing beta self-serve tools for advertisers.

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 through tools and processes they already use to grow their businesses. These partners help support campaign budgeting, bidding and advertising creative, while OpenAI’s ads system controls all delivery decisions.

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, and 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(opens in a new window).

Launching CPC bidding

In the first phase of the pilot, advertisers could buy ChatGPT ads on a CPM (cost-per-mille impressions) basis, as a preliminary means to understand demand, delivery, and early performance in a new environment. 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.

That matters because many ChatGPT conversations are active and decision-oriented. People are often learning about a category, comparing options, or deciding what to do next. In those moments, a click can be 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 CPM and CPC buying, and over time expect to support more ways for advertisers to bid and optimize for the outcomes they care about most.

Developing more ways to measure results

One of the most requested capabilities during the ads pilot has been more robust measurement to help advertisers understand performance and what drives results. 

We recently launched Conversions API and pixel-based measurement so advertisers can better understand what happens after someone engages with an ad, such as a purchase, lead, sign-up, or other meaningful action. 

These tools are designed to improve measurement while protecting user privacy. Advertisers receive aggregated performance insights that help them understand campaign impact, without access to individual conversations.

Better measurement helps advertisers understand performance, and also helps improve the experience for people using ChatGPT. Stronger signals help us show more relevant ads, increase quality of ads matching, and build optimization systems that are accountable to real outcomes rather than impressions alone.

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

As people turn to ChatGPT to explore what they may need, 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 continue to evolve our ad platform with new formats, objectives, and capabilities to help businesses reach customers in useful and relevant ways and provide opportunities for businesses of all sizes to grow and thrive.