When we first covered ads coming to ChatGPT, the program was in its earliest stages: limited access, limited options and a lot of unknowns. That’s still true to a degree, but the past few months have brought meaningful updates. Here’s a quick rundown of what’s changed and why it matters for your brand.
ChatGPT’s Ad Program Is Growing Quickly
OpenAI has been moving fast to build out the infrastructure behind ChatGPT advertising. A few notable developments:
More ways to buy. Advertisers can now access ChatGPT ad inventory through a growing list of technology partners. That includes StackAdapt, the demand-side ad platform our digital team uses, as well as Criteo and others. A self-serve Ads Manager is also in a testing phase, allowing businesses to set budgets, manage campaigns and view performance directly, similar to how ad buying works on other major platforms, like Meta.
A new way to pay. The program launched with CPM pricing, meaning advertisers paid per thousand impressions. Cost-per-click (CPC) bidding has now been introduced, with click costs generally ranging from $3 to $5, according to Digiday. For performance-minded advertisers, this is a significant step — meaning you pay when someone actually engages, not just when an ad is shown.
Better measurement. One of the bigger early frustrations was limited visibility into how ads were actually performing. OpenAI has since rolled out conversion tracking options, giving advertisers a clearer picture of what actions users may take after seeing or clicking an ad.
Early Results Are Promising, But the Channel Is Still Small
Businesses that have been testing ChatGPT ads are reporting some encouraging signs. According to Ad Age, engagement rates have been notably strong, in some cases performing on par with or better than brand search on Google. There are also early indications that ChatGPT reaches audiences that brands don’t typically connect with through Google, which points to real potential as a complementary channel.
That said, inventory is still limited. Ad Age reports that advertisers have found the spend hard to scale, not because of a lack of interest, but because there simply aren’t enough ad placements available yet. The categories seeing the most traction tend to be higher-intent, discovery-driven industries like travel, retail and e-commerce, where people are actively researching and comparing options.
What This Means for Your Brand
OpenAI is developing ChatGPT advertising with a build-as-you-go approach. Pricing, targeting, management and measurement are all being refined in real time. Most businesses aren’t ready to shift significant budget here yet, and that’s fine.
What matters right now is staying informed. A new advertising channel inside one of the most-used AI tools in the world is worth watching closely. The brands that understand it early will be better positioned when the channel matures.
At Callis, our digital ads team is actively tracking how AI advertising is developing, and the DSP ad platform we use is already participating in the ChatGPT ad pilot. If you want to talk through what that could mean for your marketing strategy, reach out to our team.
Sources
- https://adage.com/technology/ai/aa-chatgpt-openai-ads-early-promise-ad-buyers
- https://adage.com/technology/ai/aa-emerging-news-and-trends-openai-adobe-summit-wpp
- https://openai.com/index/new-ways-to-buy-chatgpt-ads
- https://www.businesswire.com/news/home/20260505143235/en/StackAdapt-Announces-AI-Powered-Marketing-Capabilities-Through-Ads-in-ChatGPT-Pilot
