OpenAI is moving toward click-based and conversion-focused ChatGPT ad pricing as its early ad pilot struggles to gain traction

OpenAI plans to introduce cost-per-click pricing for ChatGPT ads within days and is exploring conversion-focused ad campaigns, according to agency executives, as advertisers have been reluctant to move beyond small experimental budgets without better measurement and tracking tools. The early ad pilot has moved slowly, with OpenAI extending commitments past March because it hasn't shown ads frequently enough to exhaust initial budgets, and some advertisers paying CPMs of $15 to $25 rather than the $60 OpenAI had initially targeted. Despite the slow start, OpenAI has told investors it expects $2.4B in ad revenue this year and $11B in 2027, though advertisers say current limitations around brand safety, keyword targeting, and ad format sophistication need to be addressed before they commit meaningful budgets.