Key Takeaways
- OpenAI launched a beta self-serve Ads Manager for US businesses to buy ChatGPT ads directly
- Cost-per-click bidding is now available alongside the original CPM model
- Major agency partners include Dentsu, Omnicom, Publicis, and WPP
Self-Serve Ads Manager Now in Beta
OpenAI is opening ChatGPT advertising to a much wider pool of businesses. The company announced on May 5, 2026 that US advertisers can now sign up for a beta self-serve Ads Manager to run campaigns directly inside ChatGPT.
The move marks a significant expansion from OpenAI's original approach. The company initially worked with a small group of advertisers hand-picked for the pilot. Now any US business, from startups to global brands, can register, add payment info, set budgets, upload creative, and launch campaigns through the new portal.
OpenAI is rolling out access gradually as it tests and refines the experience. Businesses interested in early access can sign up through OpenAI's website.
Agency and Tech Partners Join the Platform
Beyond self-serve, OpenAI has built out a partner network to support larger advertisers. The company has partnered with four major agency holding companies: Dentsu, Omnicom, Publicis, and WPP. These agencies can help clients plan and execute ChatGPT ad campaigns through their existing relationships.
On the technology side, OpenAI added integrations with Adobe, Criteo, Kargo, Pacvue, and StackAdapt. These platforms let advertisers manage ChatGPT campaigns alongside their other digital advertising through familiar tools.
One key detail: while partners handle campaign budgeting, bidding, and creative, OpenAI's ads system controls all delivery decisions. The company retains final say over what ads appear and when.
CPC Bidding Arrives
OpenAI is also changing how advertisers pay for ChatGPT ads. The pilot launched with CPM (cost per thousand impressions) pricing only. Now advertisers can choose cost-per-click (CPC) bidding, which ties spend directly to user actions rather than views.
The shift makes sense given how people use ChatGPT. Many conversations are decision-oriented. Users research products, compare options, and plan purchases. In those moments, a click signals genuine interest. CPC lets advertisers pay only when users engage.
OpenAI is also expanding measurement tools so advertisers can track campaign performance. The company emphasized that these tools work without sharing conversations or personal details with advertisers.
Privacy Guardrails Stay in Place
OpenAI stressed that ads will remain clearly separate from ChatGPT's answers. The company has published ads principles that govern how advertising works in the product.
Advertisers will not receive access to user conversations or personal information. The measurement tools give performance data without exposing what users actually asked ChatGPT.
This matters because ChatGPT conversations often contain sensitive queries. Users ask about health, finances, relationships, and work problems. OpenAI needs to monetize the product without making users feel surveilled.
Building Toward a Broader Ads Platform
OpenAI described these updates as groundwork for a larger advertising platform. The company is clearly watching how users respond to ads in ChatGPT and gathering data on what works.
The gradual rollout suggests OpenAI is being cautious. The company is testing with smaller cohorts before opening the floodgates. That approach makes sense. Badly executed ads could damage the ChatGPT experience and drive users away.
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Frequently Asked Questions
How do I sign up for ChatGPT ads?
US businesses can sign up through OpenAI's Ads Manager portal. The self-serve tool is currently in beta with gradual rollout to more advertisers.
What is the difference between CPM and CPC for ChatGPT ads?
CPM charges per thousand ad impressions. CPC charges only when a user clicks on your ad. CPC ties your spend directly to user engagement rather than views.
Can advertisers see my ChatGPT conversations?
No. OpenAI states that advertisers cannot access user conversations or personal details. Measurement tools provide performance data without exposing chat content.
Which agencies can help with ChatGPT advertising?
OpenAI has partnered with Dentsu, Omnicom, Publicis, and WPP. Technology partners include Adobe, Criteo, Kargo, Pacvue, and StackAdapt.
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Source: OpenAI News
Manaal Khan
Tech & Innovation Writer
Produced with AI assistance and reviewed by the Logicity editorial team. Learn more in our Editorial Policy.
