For years, advertising lived in place like search results, social feeds, and display banners. The playbook was clear.
Now ChatGPT runs a fully operational advertising platform with self-serve buying, CPC bidding, conversion tracking, product feed campaigns, and live pilots in multiple countries. OpenAI hit $100M in annualized ad revenue before most brands even noticed the launch. Criteo reports over 1,000 brands already live, with conversions approaching 2x search.
Advertising has officially moved inside the conversation.
⚡ How we got here (so fast)
What started as a closed US pilot in February – $60 CPM, $200K minimums, invitation-only, has evolved into something unrecognizable in just a few months.
The $200K minimum is gone. Pricing shifted to $3-5 CPC. A self-serve Ads Manager opened to all US businesses in May. CPA bidding (pay only on conversion) is now live for select advertisers. And the geographic footprint expanded from the US to Canada, Australia, New Zealand, UK, Japan, South Korea, Brazil, and Mexico.
🌍 Europe is next
OpenAI is actively building the infrastructure for EU launch, expected Q3 2026. Its conversion pixel already includes a consent management system and country field, both GDPR preconditions that aren’t needed for the US model.
For brands operating in European markets, this is the window to prepare, not wait.
🎯 Why this matters beyond the hype
Here’s what makes ChatGPT Ads fundamentally different from another new ad format: the context.
When someone asks ChatGPT “what’s the best CRM for a small team” or “which running shoes are good for flat feet” , they’re not scrolling. They’re not being entertained. They’re actively making a decision. Ads appear at the bottom of the AI’s response, clearly labeled, without influencing the answer. But they show up at the exact moment of intent.
That’s a different kind of attention. And it requires a different kind of creative, one that earns its place in a conversation, not just interrupts a feed.
The early data is promising but honest: click-through rates at 0.91% are below Google Search (6.4%), but this is a new format in a new environment. Measurement is still maturing. Some early advertisers were frustrated by slow inventory scaling. But every month brings better targeting, stronger attribution, and more inventory.
Where Making Science comes in
The question isn’t whether this channel will matter. It’s whether you’ll have the measurement and expertise in place when it does.
At Making Science, we already have hands-on experience with the ChatGPT Ads platform, from campaign setup to conversion tracking to performance optimization. The same paid media principles we apply across Google, Meta, and TikTok apply here. Because with any new channel, the difference between a test budget and real results comes down to expertise.
Sources: CNBC | OpenAI Blog | PPC Land | Digiday | Marketing Dive | TechBuzz
