OpenAI has reduced the minimum spend required to advertise on ChatGPT from $200,000–$250,000 to $50,000, according to Digiday, citing sources familiar with the change. People who spoke to the media organization indicate that the adjustment is aimed at expanding access beyond large enterprise advertisers, opening the platform to mid-market and performance-focused buyers who were previously priced out.
The company has also launched a self-serve ads manager to a limited group of advertisers, replacing the managed-service model that previously controlled access to the platform.
The Self-Serve Manager
According to Digiday, the self-serve ads manage will allow advertisers in the test group to manage campaigns directly, including tracking performance and making adjustments without relying on intermediary account teams.
The tool resembles Google Ads in layout, according to sources who spoke to Digiday, and introduces real-time performance tracking with the ability to adjust campaigns based on impressions and clicks. As previously reported, the testing period, which was initially expected to end in March, has now been extended into April, with indications it could continue further as the company expands access.
How the Platform Works
The platform operates on a performance model: advertisers are charged only for inventory they purchase. The CPM is $60 per 1,000 impressions. Distribution runs through Criteo and Smartly. At $60 CPM, the inventory sits well above standard digital formats — Google Display Network averages $3–$30 CPM and Meta's average falls below $20. The premium reflects the context: ads appear within active AI conversations, where user intent signals differ from passive content browsing.
What the Lower Threshold Changes
The previous $200,000–$250,000 minimum limited access to large brands and agencies with dedicated managed budgets. At $50,000, mid-market advertisers and performance-focused buyers can enter the platform at terms that have no direct equivalent in OpenAI's prior sales structure. The self-serve manager removes the requirement of an OpenAI-managed relationship entirely for the buyers now inside the test.
This follows OpenAI's extended testing period and builds directly on a platform that reportedly generated $100 million in annualized ad revenue in its first six weeks. OpenAI projects ad revenue could reach $102 billion by 2030. The company is projecting $14 billion in losses this year, making advertising a core revenue diversification priority alongside subscriptions and API business.
Recap
What is OpenAI's self-serve ads manager?
The self-serve ads manager gives advertisers direct access to manage ChatGPT ad campaigns without going through a managed service. Digiday reports the tool resembles Google Ads in layout and allows real-time performance monitoring and optimization against impressions and clicks. Access is currently limited to a select group of advertisers, and the testing period, originally planned to end in March, has extended into April.
What does it cost to advertise on ChatGPT?
OpenAI's advertising platform charges $60 per 1,000 impressions (CPM) and operates on a performance model, meaning advertisers pay only for inventory they purchase. The minimum spending threshold has been lowered from $200,000–$250,000 to $50,000, according to Digiday. Distribution runs through Criteo and Smartly.
How does OpenAI's ad CPM compare to Google and Meta?
At $60 CPM, OpenAI's advertising inventory is priced significantly above standard digital formats. Google's Display Network averages $3–$30 CPM and Meta's average falls below $20. The premium reflects the context: ads run within an active AI conversation, which differs structurally from passive content browsing on Google Display or Meta feeds.
