Amazon, OpenAI Partner to Pilot ChatGPT Ads for Marketers

Amazon and OpenAI are piloting ChatGPT Ads, enabling advertisers to buy through Amazon’s DSP while OpenAI handles ad placement. Delta Vacations is among early U.S. brands, and ads will appear as text and image units beneath ChatGPT responses with sponsored labels. The inventory is sold on a cost-per-click or cost-per-thousand-impressions basis via a managed service, with OpenAI controlling delivery. The pilot, limited to the U.S. at launch, also includes product-feed ads and provides aggregated metrics (impressions, clicks, CPM, CPC) to advertisers. The partnership aims to extend campaigns into conversational experiences and leverage Amazon’s data, as OpenAI scales its ads business; early feedback from some marketers has been mixed, and the program represents OpenAI’s strategy to diversify revenue while expanding the reach of ChatGPT ads.