ChatGPT Ads Expand to Australia, New Zealand, and Canada

OpenAI has started rolling out ChatGPT ads in Canada, Australia, and New Zealand, marking its first expansion outside the U.S. The company began testing ads in February, and according to its release notes, the company is expanding this rollout to other international markets.

The ads will appear for users on Free and Go plans. Users on Plus, Pro, Business, Enterprise, and Education tiers will not see ads. This setup keeps the ad experience limited to a specific segment while OpenAI continues testing.

Pricing Shifts and Lower Entry Barriers

Since the U.S. pilot launched, the ad product has undergone several adjustments. CPMs, which reportedly started at $60, have dropped to a range of $15 to $40 depending on category. Some partners are reportedly seeing rates between $25 and $35. The company has also lowered the minimum campaign spend. Early campaigns required between $200,000 and $250,000, but last week, that threshold reportedly dropped to $50,000.

At the same time, OpenAI has introduced a self-serve ads manager in closed testing. The tool provides real-time impression and click tracking and supports reach and CPM-based campaigns. CPC and CPA models are still in development. These changes suggest OpenAI is moving from a limited, managed setup toward broader advertiser access.

Growing Interest, but Clear Hesitation

Advertiser interest is increasing, largely because of the type of audience ChatGPT attracts. The company now boasts 900 million weekly users. People use ChatGPT to find answers, complete tasks, or make decisions, which signals intent. Omnicom has already secured placements for more than 30 clients, while Dentsu reports that campaign volume is rising week over week. Impression volumes reportedly increased by about 600% from early to mid-March.

However, that interest is balanced by hesitation. Advertisers currently do not have access to tools they are used to on platforms like Google or Meta. There is no tracking pixel, no post-view attribution, and no standard conversion tracking. This means advertisers depend on OpenAI’s own reporting to understand performance.

Ad Age also reports that some advertisers encountered a reporting issue in the ad manager that blocked visibility into campaign results. In one case, an enterprise advertiser reportedly spent only 3% of a $250,000 budget over several weeks because it could not measure outcomes.

Targeting and Measurement Remain Limited

Targeting options are still basic. Advertisers can target by country and use plain-language context hints based on conversation topics. There are no demographic, behavioral, or interest-based targeting options comparable to other major platforms. This limitation affects how campaigns are planned and optimized. Without deeper targeting or reliable measurement, advertisers are treating ChatGPT ad spend as experimental.

The performance data reflects this early stage. ChatGPT ads are reportedly delivering a 0.91% click-through rate. By comparison, Google Search averages around 6.4%, based on industry benchmarks. CPMs, even after declining, remain higher than other platforms. Benchmarks place Facebook at $4.82, Instagram at $7.63, and Google Display at $10.33. This pricing gap adds another layer of caution for advertisers.

OpenAI Builds an Ads Business in a Competitive Market

OpenAI is entering a market dominated by established companies. IAB data shows the digital ad market reached about $294 billion in the U.S. in 2025, highlighting the scale of a market dominated by companies like Google and Meta.

The company has started building out its ads team to support this push. It hired David Dugan, former Meta VP of Global Clients, as VP of Global Ads Solutions in March. As of late March, OpenAI reportedly had several hundred advertisers contributing about $100 million in annualized revenue.

Industry observers describe the ad product as early and still developing. According to Ad Age, some critics say the company initially tested too many areas, including video and commerce, before focusing more directly on ads.