OpenAI Launches Self-Serve Ads for ChatGPT

OpenAI is officially expanding its ChatGPT advertising platform, transitioning from a limited pilot to a broader rollout. The highlight of this update is the launch of a beta self-serve Ads Manager, which allows businesses of all sizes—starting in the U.S.—to directly sign up, set budgets, and manage their own campaigns. To support this growth, OpenAI has also partnered with major agencies and tech platforms like WPP, Publicis, and Adobe.

A major shift in this rollout is the introduction of cost-per-click (CPC) bidding, moving beyond simple impressions. This allows advertisers to pay only when a user takes action, which is particularly relevant since many people use ChatGPT to research products and make decisions. To help brands track success, OpenAI is also launching a Conversions API and pixel-based measurement to provide better data on sign-ups and sales.

Despite these commercial updates, OpenAI maintains that user privacy remains a priority. Advertisers receive aggregated performance data but never see personal details or individual chat histories. By keeping ads clearly labeled and separate from AI-generated answers, the company aims to turn ChatGPT into a powerful discovery engine while preserving the helpful, private experience users expect.