OpenAI adds beta self-serve Ads Manager and CPC bidding for ChatGPT ads: what changed

OpenAI has broadened its ChatGPT ads pilot by adding a beta self-serve Ads Manager, introducing cost-per-click (CPC) bidding and rolling out expanded measurement tools. The company framed the changes as a move to give advertisers more control over campaigns while keeping user conversations private and separate from ad targeting and delivery. Advertisers now have two routes to buy placements: through agency and technology partners, or directly via the new beta Ads Manager. OpenAI says the self-serve option is intended to complement existing partner channels, giving a wider range of buyers access to ChatGPT ad inventory while the pilot remains in limited release.

OpenAI initially tested the ad format with a small group of partners before this expansion. Named agency partners that participated include Dentsu, Omnicom, Publicis and WPP. Technology partners involved in the pilot include Adobe, Criteo, Kargo, Pacvue and StackAdapt, which worked with OpenAI on buying, measurement and delivery workflows during the trial. Alongside the Ads Manager and CPC bidding, OpenAI emphasized enhancements to measurement capabilities designed to help advertisers evaluate campaign performance without exposing conversation content. The company reiterated that conversations remain separate from advertisers and positioned the measurement updates as compatible with its privacy commitments. The expanded tools aim to provide standard performance metrics while limiting advertiser access to user dialogue or personal data.