ChatGPT Ads are evolving fast. Just a few months ago, OpenAI started testing ads with
– $200K minimum spends
– ~$60 CPMs
– Limited measurement and no conversion pixel

Now that’s all changing as OpenAI has officially introduced new ways to buy ChatGPT ads, including:

• Self-serve ad buying
  • CPC bidding options
  • New measurement capabilities and tracking integrations
  • Expanded access beyond enterprise-only pilots

This is a pretty significant shift. ChatGPT is moving its ad buying from experimental sponsorships  to a scalable ad platform. And unlike traditional search ads, these placements are designed to sit inside the conversation itself – integrated naturally into AI responses and user journeys.

What this means for marketers:

• AI chat platforms are becoming legitimate media channels, not just discovery tools
  • Advertisers will need to think beyond keywords and toward intent-rich conversational targeting
  • Measurement frameworks will evolve as discovery, recommendation and action happen in the one interface
  • Early adopters may gain an advantage while inventory and competition remain relatively low
  • Creative strategy becomes more important as ads will need to feel useful and contextually relevant inside conversations

But there are still limitations.

The data shared so far on CTR performance has been mixed, and measurement standards are still basic compared to Google or Meta.

There’s also another important caveat – Paid subscribers of ChatGPT won’t see ads.

Meaning advertisers may primarily be reaching the free-tier audience and not necessarily OpenAI’s most engaged power users.

My take:

This feels like the beginning of a completely new ad category. Not search ads or social ads. More like conversation ads.

And while the platform is still early, OpenAI is clearly moving fast by
• Lowering barriers to entry
• Expanding buying options
• Improving measurement
• Building a broader ad ecosystem

Will it all replace Google and Meta? Probably not anytime soon.

But if user behaviour continues shifting toward AI-driven discovery, marketers will eventually need a strategy for visibility inside AI conversations.

The biggest opportunity right now may not be scale – it might be learning early while the ecosystem is still forming.

Sources
OpenAI; Search Engine Land; SmartCompany; AdTechRadar; industry commentary