OpenAI Signs Magnite, PubMatic Deals for ChatGPT Ad Buying

OpenAI has signed agreements with Magnite and PubMatic that give advertisers two more ways to buy ChatGPT ad placements through ad-tech platforms as the company expands its advertising business.

Advertisers can use each platform to set spending limits, submit bids and upload their ads. OpenAI’s system determines where and how the ads appear. An OpenAI spokesperson said the arrangements make them “easier for advertisers to buy and manage ChatGPT ads through tools they already use.”

Both companies run platforms that connect publishers’ ad inventory with potential buyers. The agreements add partner buying routes alongside OpenAI’s beta Ads Manager, introduced in May. The Ads Manager gives businesses a self-service option to create and manage campaigns.

OpenAI began testing ads in the United States on Feb. 9 for logged-in adults using its Free and Go plans. As of Oct. 21, those were the only plans with ads; Plus, Pro and Enterprise remained ad-free. OpenAI says ads are labeled, kept separate from ChatGPT’s answers and do not influence them.

OpenAI said its ChatGPT ad business reached a $1 billion annualized revenue run rate on Aug. 31. An annualized run rate reflects the pace of revenue at a point in time; it does not mean the company collected $1 billion over a full year. By Oct. 21, more than 100,000 advertisers had run campaigns, and ChatGPT ads were available in 89 countries.