• by Laurie Sullivan , Yesterday

OpenAI expanded the launch of its ChatGPT ads platform on Tuesday, with a cost-per-click ad-bidding option and a self-service Ads Manager in beta that allows advertisers in the U.S. to sign up and purchase ads directly.

The company also designed and launched measurement capabilities and a landing page that offers sign-up instructions, video guides and specific documents to get started.  

“We’re expanding ChatGPT ads with new ways for advertisers to buy and manage campaigns — built around our ads principles,” the company wrote in a blog post, explaining how the company is taking next steps to expand its advertising pilot program.

In the first phase of the project, advertisers bought ChatGPT ads on a CPM basis, as a preliminary means to understand demand, delivery and early performance in a new environment.

OpenAI then added cost-per-click (CPC) bidding so advertisers can align their spend more directly with the actions people take after seeing an ad.

Partnerships also are available for advertisers that want to work with an agency. Dentsu, Omnicom, Publicis and WPP are collaborating with OpenAI to support businesses that purchase ChatGPT ads.

Adobe, Criteo, Kargo, Pacvue, and StackAdapt have been added as technology partners.

The company recently introduced Conversions API and pixel-based measurement, helping advertisers track actions taken after ad engagement, including purchases, leads, and sign-ups.

The tools are designed to improve measurement while protecting user privacy.

Advertisers receive aggregated performance insights that help them understand campaign impact without access to individual conversations, according to the blog post.

OpenAI will verify each advertiser, according to Glenn Gabe, president of G-Squared Interactive. Gabe signed up to run ads on ChatGPT, identified the page and shared it on LinkedIn.

The landing page tells advertisers they can “reach people as they explore options, compare choices, and make decisions in ChatGPT, with relevant ads that fit naturally into the experience.”

A click on the “start now” button takes the site visitor to a page that requires them to open an account.

OpenAI initially worked directly with a small group of advertisers, but now has expanded the pilot.

Access to running ads has been broadened through partners and self-serve tools that launched in beta.