OpenAI Lifts ChatGPT Ad Fill 30%-50% as $250,000 Pilot Commitments Fuel Backlash

2 articles · Updated · Digiday · May 26

Four of seven ad executives told Digiday ChatGPT ad delivery has improved over the past six weeks, with more ads served and spending finally rising after a weak February launch.
Fill rates are up 30% to 50% from launch levels, but advertisers said chronic underdelivery left budgets stranded — one buyer spent just $2,500 of a $250,000 commitment in four weeks.
OpenAI has added CPC bidding, conversion tracking and a pixel-based measurement API, while opening its self-serve ad manager in the U.S. and removing the minimum commitment.
Some blue-chip advertisers still plan to stay away without a trusted intermediary, citing underdelivery and weak reporting even as early conversion results in some cases approached Google non-brand search efficiency.
The pilot's rocky start reflects OpenAI's attempt to build a chat ad business without harming user trust, filtering heavily for sensitive content and relevance before ads enter the auction.

Are ChatGPT's high-conversion ads a fleeting novelty or the true future of digital marketing?

As OpenAI chases billions in ad revenue, can it keep its promise to protect user privacy and trust?