OpenAI Launches Premium Advertising on ChatGPT with $60 CPM Price Tag

Sponsored links that promote products that match the current chat content: OpenAI is introducing advertising to ChatGPT for the first time in February 2026. The company is pursuing a premium strategy with high prices and strict data protection policies. Here is the most important information for advertisers and users.

ChatGPT charges 60 US dollars per 1,000 ad impressions (CPM). That is three times what Meta currently charges and is on par with Netflix’s ad service launch in late 2022. OpenAI is deliberately positioning its platform as a premium advertising channel.

The entry barrier is high: advertisers must invest at least 200,000 US dollars. This six-figure minimum investment is aimed primarily at large, established brands. Early partners include global agency groups such as WPP, Omnicom, and Dentsu with clients from retail, software, and travel industries.

Expected revenues

Industry experts from WPP estimate that OpenAI will generate between 500 and 800 million US dollars in advertising revenue in the first year. While this falls short of the company’s internal target of several billion dollars, it is considered a strong start for a new ad format.

OpenAI is betting that ChatGPT’s high engagement rate justifies the steep costs. Nikhil Lai from Forrester describes this as a calculated risk by the company.

Targeting and ad placement

Advertising is delivered exclusively on a context-based basis. Ads appear at the end of a ChatGPT response and are clearly marked as sponsored. They are visually separated from the actual content.

How does targeting work?

• Basic targeting: Ads are based on the current chat topic, general location information, and language
• Personalized ads (optional): Starting in February 2026, previous chats, user interactions with ads, and saved memories can also be included
• No ads on sensitive topics: Health, mental health, and politics are excluded
• No ads for regulated industries: Dating, health products, financial services, and politics are not permitted to advertise

Where do ads not appear?

• In temporary chats
• After image generation
• In ChatGPT Atlas Browser
• For logged-out users
• For users under 18 years old

“Ads do not influence ChatGPT’s responses. Advertising runs on separate systems, and advertisers have no way to shape, rank, or alter ChatGPT’s responses,” OpenAI states.

What is NOT shared with advertisers?

• Chat histories and conversations
• Saved memories
• Name and email address
• Precise location or IP address
• Sensitive information about health or politics

Advertisers receive only aggregated, non-identifiable data such as total views or clicks. OpenAI repeatedly emphasizes: “We never sell user data to advertisers.”

User controls

Users have comprehensive control over their ad experience:

• Disable personalization: Ads are then based only on the current chat
• Hide ads: Individual ads can be removed
• Report ads: For misleading or inappropriate content
• Delete ad data: Complete deletion of ad history (takes up to 30 days)
• Ad-free options: Upgrade to Plus or Pro (paid) or Free plan without ads with reduced features

Who sees ads?

Currently, the test is only running in the US. Ads appear for:

• Logged-in users with Free plan
• Logged-in users with Go plan

No ads for:

• Plus, Pro, Business, Enterprise, and Edu accounts
• Users under 18 years old
• Logged-out users

Strategic context and competition

The introduction of advertising marks a strategic shift for OpenAI CEO Sam Altman, who said in 2023 that he “hates advertising.” The move is a response to massive infrastructure costs and competitive pressure from Google and Anthropic.

Anthropic as a counterpoint

While OpenAI is betting on advertising, competitor Anthropic is pursuing a completely different strategy: 80 percent of expected revenue comes from enterprise customers (only 40 to 50 percent at OpenAI). Anthropic even ran a Super Bowl ad with the message: “Advertising is coming to AI, but not to Claude.”

Search engines, which defined the previous generation of advertising models, are being replaced by conversational AI. Since AI platforms can provide highly precise recommendations based on user behavior, this could divert advertising revenue from traditional search and e-commerce platforms.

Conclusion: Premium positioning with risks

OpenAI is attempting to establish ChatGPT as a premium advertising channel. The strategy combines high prices with strict data protection promises and user control. Whether advertisers are willing to pay three times Meta’s prices will become clear in the coming months.

The biggest risk: if users lose trust in ChatGPT or fear that their data is being misused for advertising purposes, this could undermine the core value of the product. OpenAI must find a difficult balance between revenue growth and user experience.