OpenAI is preparing to launch impression-based ads inside ChatGPT as early as February, marking a faster-than-expected step into advertising.
What’s happening. According to a report, OpenAI is already testing ads with select advertisers and plans to charge on a pay-per-impression (PPM) basis, rather than the more familiar pay-per-click model. The test is expected to be limited, with advertisers committing under $1 million each and no self-serve buying tools available yet.
**Why we care. **Ads inside ChatGPT could create an entirely new ad surface tied to conversational AI — but the initial model favors OpenAI’s revenue certainty over advertiser measurement. While this pay-per-impression model limits traditional performance measurement, it offers early access to a brand-safe, …
OpenAI is preparing to launch impression-based ads inside ChatGPT as early as February, marking a faster-than-expected step into advertising.
What’s happening. According to a report, OpenAI is already testing ads with select advertisers and plans to charge on a pay-per-impression (PPM) basis, rather than the more familiar pay-per-click model. The test is expected to be limited, with advertisers committing under $1 million each and no self-serve buying tools available yet.
**Why we care. **Ads inside ChatGPT could create an entirely new ad surface tied to conversational AI — but the initial model favors OpenAI’s revenue certainty over advertiser measurement. While this pay-per-impression model limits traditional performance measurement, it offers early access to a brand-safe, intent-rich placement that could shape how conversational ads evolve.
Getting in early may help advertisers influence formats, pricing, and standards before ChatGPT advertising scales more broadly.
The backdrop. Just last week, OpenAI formally announced plans to introduce ads alongside the launch of ChatGPT Go, its $8/month ad-supported tier. Ads will also appear for free users, but not for Plus, Pro, or Enterprise customers — at least for now.
Why impressions. A PPM model ensures OpenAI earns revenue even if users don’t interact with ads, but it leaves advertisers with limited insight into performance. The company has hinted that user follow-up questions about sponsored products could become a future engagement signal — and potentially another monetization layer.
The tension. CEO Sam Altman has long described ads as a “last resort,” raising questions about whether rising infrastructure costs are accelerating OpenAI’s timeline. While CFO Sarah Friar says revenue is growing as fast as compute spending, key details about profitability remain unclear.
Between the lines. Ads will appear at the bottom of ChatGPT responses, clearly labeled and separated from organic answers — a cautious rollout that prioritizes trust while testing commercial viability.
Bottom line. OpenAI is moving quickly from principle to practice on advertising, starting with impression-based ads that prioritize scale and revenue — even as questions remain about effectiveness, transparency, and what comes next.
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About the Author
Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more.
In 2008, Anu started her career delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side. Outside editing Search Engine Land article she is the founder of PPC networking event - PPC Live and host of weekly podcast PPC Live The Podcast.
She is also an international speaker with some of the stages she has presented on being SMX (US, UK, Munich, Berlin), Friends of Search (Amsterdam, NL), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna, IT) and more.