OpenAI Ad Partner Sells ChatGPT Ad Space Based on "Prompt Relevance"

StackAdapt is piloting the sale of ad space within ChatGPT to advertisers. According to a pitch deck reviewed by ADWEEK, the program operates as a Limited Pilot Program with OpenAI, positioning ChatGPT as a mid-funnel decision layer where user research and comparison happen.

• Per the deck, CPM can drop as low as $15 when there is only one competing advertiser on a given prompt, and can rise up to $60 when there are 2 or more.
• However, OpenAI later clarified that the minimum bid is $60, and advertisers cannot select the $15 CPM.
• The pilot has a $50,000 minimum spend requirement, and is reported to run through the end of May.
• Industry sources say OpenAI previously required higher minimum spend for direct deals, but this has recently come down to around $100,000-$150,000.

The targeting method differs from traditional programmatic advertising. There is no audience targeting, demographic overlays, or limited geo-targeting; instead it relies on prompt relevance, topic alignment, and intent-based matching. OpenAI explained that ads are selected by a separate model and do not affect the responses from the core conversational model.

The ad format is similar to what's currently used in ChatGPT. It consists of a 1:1 square image, a 30-character headline, and a 60-character description, with tracking handled via static UTM parameters. Reporting is limited to weekly impressions and clicks, and performance measurement is also limited.

StackAdapt is pushing this product as part of the growing competition for access to ChatGPT inventory. The article also mentions Criteo and The Trade Desk as being involved in related discussions. As OpenAI expands its advertising model, it is being tested on whether it can generate large-scale ad revenue going forward.