For years, the question was whether ChatGPT would ever run ads. Now the question is whether your brand should be there. On July 22, OpenAI opened “Advertise in ChatGPT,” a self-serve Ads Manager, with early advertisers including Best Buy, Lowe’s and VistaPrint. By August 31, OpenAI said ChatGPT ads had reached a $1 billion annualized revenue run rate.
How it works
- Self-serve: Advertisers set a budget and goal, upload creative and track impressions, clicks and conversions in Ads Manager.
- Where ads appear: As labeled, sponsored suggestions next to ChatGPT’s answer and visually separated from it. OpenAI says ads run on separate systems and don’t influence responses.
- Who sees them: Free and lower-cost tiers. Plus, Pro and Business subscribers don’t see ads, and neither do users who are, or are predicted to be, under 18.
- Targeting: Conversational context, not just keywords. Advertisers can add “context hints” to signal when their ad is relevant.
- Markets: The U.S. and several other countries at launch, with self-serve buying expanding since.
The opportunity
People bring ChatGPT real problems: planning a trip, comparing software, choosing a contractor. Reaching them in that moment is closer to a recommendation than a banner ad, which is why early demand has been strong.
The best ad in a conversation is the one that genuinely helps answer the question.
The cautions
- Privacy questions are real. In September, a security researcher published details on how the ad pixel tracks users across other websites. Review it with your legal and privacy teams before installing.
- Guardrails are still developing. OpenAI hasn’t fully detailed how context hints can be used, such as whether competitor names are allowed.
- Measurement is early. Treat results as directional until you can compare them with your other channels.
How to test it
- Start with a small, defined budget and one clear goal.
- Pick use cases where your brand truly helps someone decide.
- Write helpful, specific creative, not generic slogans.
- Compare cost and lead quality against search and social over 30 to 60 days.
ChatGPT ads won’t be right for every brand yet. But it’s now a channel worth understanding, not just watching.
Resources
- OpenAI solidifies ad platform ambitions with ChatGPT Ads Manager, Yahoo Finance
- OpenAI launches an Ads Manager with CPC bidding, Shopifreaks
- Ads inside the answer: Google AI Mode and ChatGPT ads for your 2027 plan, Zozimus
- Next Wave Marketing Summit (Nov 12)
