The Digiday Podcast ChatGPT enters the ad game. Now what?
Feb 17, 2026
Krystan (Crystal) Scanlon, Digiday senior platforms reporter who covers platform advertising and OpenAI, breaks down ChatGPT’s new ad pilot. She explains the ad format and pricing. She walks through who OpenAI targeted first and the team’s internal debates. She outlines measurement, privacy concerns, and how ad dollars might shift as performance data emerges.
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Sponsored Results Are Separate From Answers
- ChatGPT places clearly labeled sponsored results at the bottom of answers and claims they won't influence the model's responses.
- OpenAI stresses neutrality while inserting ads relevant to the user's conversation context.
High CPM Signals Premium Positioning
- OpenAI launched the pilot with a high $60 CPM and appears to be targeting brand-awareness buys, not search CPCs.
- The pricing signals a premium positioning similar to streaming TV rather than traditional search inventory.
Big Brands First In Pilot
- OpenAI's first ad partners include big-name brands like Williams-Sonoma and Bed Bath & Beyond rather than small advertisers.
- That choice reinforces a status play: being an early advertiser on ChatGPT confers prestige.