OpenAI Ads is now open to the public without any minimum spend required. As an early adopter, advertisers can gain access to emerging AI advertising inventory and begin learning how this channel may fit into their broader media and GEO strategy. This creates an opportunity to build a competitive advantage early, potentially benefiting from lower pricing while the platform is still developing. As we saw years ago with Google, Facebook, and even LinkedIn, advertisers willing to test emerging channels early often gained valuable advantages. In my opinion, ChatGPT ads present a similar opportunity.

Although access is now available, the platform is still considered to be in beta. Many elements will likely continue to evolve, which is not surprising given the simplicity of what is currently available. Agility will be important, along with close monitoring of the interface and any changes to the setup, targeting, delivery, or reporting options. OpenAI has been relatively quiet about this launch, so advertisers should be prepared to stay close to the platform as updates continue to roll out.

There are still some restrictions around the accounts being approved and the ads being accepted, but we have already seen movement on this between April and May.

A few considerations:

  • Advertisers need to set up their own account using an existing ChatGPT account and provide their official company name and Tax ID number.
  • Account verification may take a few days, depending on volume, so access to the interface and the ability to launch ads may not be immediate.
  • Invoicing is not currently available, so billing is handled by credit card, postpaid, and autopay. Advertisers will be charged on the first of the month or when they reach their billing threshold, which will likely start around $50-$100.
  • Additional users can be invited to the account, including external partners such as an agency.
  • Advertisers should consider which favicon best represents their brand, as it is required to run ads. This file can be added later if it is skipped during account setup.
  • Each advertiser will need to complete its own account setup process.
  • Although the account will be opened under the legal corporate name, such as MoreVisibility.com, Inc. in our case, the account name can be adjusted later so ads reflect the public-facing brand name, if different.

The live ad above is an example of how ads appear, including the favicon. Keep in mind that these are currently only being displayed on free ChatGPT accounts. Advertisers can append URLs with tracking parameters, including UTMs for Google Analytics, to monitor performance.

Creative imagery is small and messaging must be concise. There is also limited ability to target by geography or audience, making a thoughtful media plan especially important for this channel. One new update Open AI has brought in is the availability of GEO targeting at the campaign level. To access more granular targeting within the U.S., advertisers currently need to select “other locations” from the dropdown menu rather than choosing “USA.” From there, targeting options appear to include states and DMAs, giving advertisers more control over where ads are eligible to serve. While this is still relatively limited compared to more mature ad platforms, it is a meaningful step forward for advertisers looking to test ChatGPT ads in specific markets or align campaigns with regional media strategies.

The account structure is as follows:

  • Campaigns: Select whether the goal is impressions, with CPM billing, or clicks, with CPC billing.
    • Ad groups: Organize individual themes and topics, also called “context hints,” along with budget control.
      • Ads: Creative and messaging.

Our preliminary results from the campaigns we have launched look promising, including price comparisons to other channels with comparable efforts, but traffic remains relatively light. OpenAI has shared that they are limiting ad delivery as they continue working through this launch. We remain optimistic about this new platform and will be sharing additional details around performance, results, and opportunities in the coming weeks.