According to agency executives and industry sources, OpenAI plans to introduce a cost-per-click (CPC) billing model for ChatGPT ads, replacing the single impression-based (CPM) billing model, aiming to challenge the market positions of Google and Meta through more flexible conversion paths. In addition, OpenAI is exploring action-oriented ads that guide users to purchase or download applications and plans to improve the accuracy of tracking and measurement tools soon to address the widespread concern among advertisers about missing conversion data.

OpenAI

Although OpenAI predicts its advertising revenue could reach $11 billion by 2027, the current commercialization process is still in an early experimental stage. Data shows that due to low competition for ad inventory, some early advertisers' actual CPMs are as low as $15 to $25, far below the previous expected $60. To attract more small and medium-sized marketers, OpenAI has launched a self-service ad management platform in recent weeks, replacing the previous inefficient manual operation model, and has also partnered with ad tech companies like Criteo for reselling. At the same time, the monthly ad spending threshold has been reduced from an initial prepayment of $200,000 to $30,000 to $50,000.

Despite this, ChatGPT ads still face challenges in brand safety and precise targeting. Due to the uniqueness of generative AI responses, the existing broad keyword targeting model struggles to ensure the stability of ad displays. Marketers point out that without mature brand safety control tools and diversified ad formats such as video, advertisers generally remain cautious. In response, OpenAI said it will continue to iterate its products, striving to narrow the gap with traditional digital advertising giants by offering more innovative ad formats while exploring user value.