The advertising landscape shifted again this week. On May 5, OpenAI launched a beta self-serve Ads Manager, opening ChatGPT ad buying to U.S. businesses of all sizes.
For months, running ads on ChatGPT meant either a direct managed deal with OpenAI or going through a holding company partner, with steep minimum spends that kept most brands on the sidelines. That barrier is now gone. Any business can register at ads.openai.com, set a budget, upload creative, and start running.
What’s actually new
Beyond self-serve access, OpenAI added cost-per-click bidding alongside the existing CPM model, which is a big deal for performance marketers who need spend tied to real actions, not just eyeballs. They also rolled out a Conversions API and pixel-based tracking, so advertisers can finally connect ChatGPT activity to actual outcomes like purchases, leads, and sign-ups. For brands that need to justify every dollar, that measurement piece was the missing link. And for businesses that want to buy through existing ad tech tools and workflows rather than going direct, those options are available too.
Why we’re paying attention
OpenAI has publicly stated targets of $2.5 billion in ad revenue this year and $100 billion by 2030. They are not dabbling. They are building a full ad platform, and they’re building it fast.
But beyond the numbers, think about where your customer is when they see one of these ads. They’re not half-watching a Reel or scrolling past a banner. They’re actively asking a question, comparing options, and looking for an answer. That’s the kind of attention advertisers have been chasing for years.
As an ad agency, we’re always watching where intent lives. Right now, a lot of it is living inside ChatGPT. CPMs are still low, competition is thin, and the audience is engaged in a way most platforms can’t offer. We’re already evaluating this for our clients.
If you’re wondering whether ChatGPT ads belong in your media mix, that’s exactly the conversation we’re here to have.
