ChatGPT Launches Enhanced Advertising Business: Adds CPC Billing Model and Introduces Self-Serve Ad Tool

[Ebrun Exclusive] Recently, OpenAI announced a significant expansion of its advertising business on ChatGPT, introducing new ways for advertisers to purchase and manage ads. Advertisers can now create ChatGPT ads either through partner networks or a new self-serve tool called Ads Manager (beta). Concurrently, OpenAI has launched a cost-per-click (CPC) bidding model and more comprehensive performance measurement tools. "These updates lower the barrier to entry for more businesses and lay the groundwork for a broader advertising platform built around how people use ChatGPT in the future," OpenAI stated in its announcement.

First, the company is expanding the channels for businesses to purchase ChatGPT ads.

In the initial phase, OpenAI directly collaborated with a select group of advertisers to launch ads within ChatGPT. As testing expanded, OpenAI gradually increased access through partnerships and introduced the self-serve Ads Manager (beta) tool for advertisers. "We have established partnerships with leading advertising agencies such as Dentsu, Omnicom, Publicis, and WPP to support businesses in buying ChatGPT ads. We have also onboarded technology partners like Adobe, Criteo, Kargo, Pacvue, and StackAdapt and will continue to invest in and expand our partner ecosystem," OpenAI's official statement noted. Through these partners, advertisers can use their existing business growth tools and workflows to access ChatGPT ad inventory. Partners provide support for ad budgets, bidding, and creative, while OpenAI's advertising system controls all delivery decisions.

Reportedly, Ads Manager (beta) allows advertisers based in the United States to register accounts directly and purchase ads for display within ChatGPT. It enables easier access for a wide range of businesses, from small and medium-sized enterprises and startups to globally recognized brands. Businesses can use it to register as advertisers, add payment information, set budgets and bids, control delivery pacing, upload ads, launch and manage campaigns, and view performance data. The tool will undergo continuous testing and optimization and will gradually be opened to more businesses.

Second, OpenAI has introduced a cost-per-click (CPC) bidding model.

In the first phase of testing its advertising business, advertisers could only purchase ChatGPT ads on a CPM (cost per mille) basis. Now, OpenAI has added CPC bidding, allowing advertiser spending to be more directly tied to user actions after seeing an ad. Going forward, OpenAI will support both CPM and CPC payment models and plans to gradually support more bidding and optimization methods to align with the performance metrics advertisers care most about. "Many ChatGPT conversations are active and decision-oriented. People are often learning about a category, comparing options, or deciding on their next step. In these moments, a click can be a meaningful signal—indicating the ad is relevant and helping the user move forward in their decision-making. With CPC, advertisers are only charged when a click occurs," OpenAI explained.

Third, OpenAI is launching more performance measurement tools.

In its latest announcement, OpenAI noted that during the initial testing period, one of the most requested features from advertisers was more robust measurement capabilities. To address this, OpenAI recently launched a Conversions API and pixel-based measurement tools, enabling advertisers to better understand what happens after users interact with an ad—such as a purchase, lead generation, sign-up, or other meaningful actions. "Better measurement tools help advertisers understand ad performance and also improve the experience for people using ChatGPT. Stronger signals help us show more relevant ads, improve ad matching quality, and build systems optimized for real outcomes rather than just impressions," the company added. Furthermore, OpenAI emphasized that these tools enhance measurement while protecting user privacy. "Advertisers receive aggregated performance insights to help them understand campaign impact but do not have access to any individual conversation content."

Fourth, OpenAI is building a ChatGPT advertising platform.

In the announcement, OpenAI stated directly that building ads within ChatGPT is still in its early stages. Its core focus remains on supporting more people in using AI, adhering to a principle of ensuring ChatGPT's responses remain independent, conversations stay private, and users retain control over 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 advertising," OpenAI pointed out. "In the future, we plan to continuously iterate on the advertising platform, introducing new formats, objectives, and features to help businesses reach customers in useful and relevant ways, providing growth and development opportunities for businesses of all sizes."