OpenAI rolled out its self-serve ads manager in the U.K. as a beta, about six weeks after opening the tool broadly to U.S. advertisers. Britain becomes its fifth market after the U.S., Australia, Canada, and New Zealand, available to approved advertiser categories that clear OpenAI’s policy review. OpenAI also added cost-per-click buying for U.K. advertisers on top of the existing CPM model, part of a roadmap the U.S. already shows running from CPM to CPC to cost-per-action. Timing matters, since the rollout comes just before the Cannes Lions festival, where OpenAI’s ad chief Dave Dugan plans private meetings with brands, agencies, and adtech players. Analysts at Enders Analysis note the U.K.’s tighter ad rules could make scaling ad supply harder than building advertiser demand.
