OpenAI has officially launched the ChatGPT ad business test. Notably, its pricing strategy is highly challenging: the cost per thousand impressions (CPM) is around $60. This price is far higher than the conventional single-digit levels of traditional online ads, and it is even close to the prime-time ad rates of top TV events such as the Super Bowl or NFL games.

Currently, these ads mainly appear below the free version of ChatGPT and the low-cost "Go" tier reply boxes. Unlike the "pay-per-click (CPC)" model common in traditional search engines, OpenAI has chosen a "pay-per-impression" model. Industry analysts believe this decision is based on the unique user behavior of AI chatbots — compared to traditional searches, AI users rarely click on external links, making impression-based billing more beneficial for the platform. This approach also aligns with the ad model of its competitor Perplexity.

OpenAI CEO Sam Altman has previously publicly stated that advertising is ChatGPT's "last resort," even calling it potentially a "dystopian" experience. However, under the pressure of high valuations and the need for rapid revenue growth, this commercialization attempt clearly seems inevitable.

Key Points:

  • High CPM: OpenAI has set the initial ChatGPT ad cost at about $60 per thousand impressions, with pricing comparable to top live TV events.

  • Impression-based Billing: Due to the low frequency of AI users clicking on external links, OpenAI has abandoned the traditional pay-per-click model and adopted a pay-per-impression mechanism similar to Perplexity's.

  • Commercialization Pressure: Although Altman had reservations about the ad model, OpenAI is accelerating its commercial monetization efforts to support the company's high valuation.