OpenAI launched an ads manager last week — the latest move in its fast expanding advertising business, Digiday has learned.
The tool — described by those with access as serviceable and broadly similar in layout to Google Ads — is a test within a test accessible to only a handful of advertisers. But it represents a meaningful step in OpenAI’s fast-expanding advertising business: where previously advertisers handed over a budget and received weekly CSV reports, they can now monitor performance in real-time and optimize against impressions and clicks without an intermediary.
That self-serve capability matters because it’s load-bearing infrastructure for OpenAI’s broader ambitions. The company has projected that advertising could be worth $102 billion by 2030, per The Information — a target that’s impossible to hit without an ads manager. If it successfully scales beyond the test, it would represent a notable shift: self-serve is how Google, Meta and Amazon each went from controlled experiment to dominant ad platform.
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