OpenAI is preparing to introduce a new display ad format within ChatGPT that appears specifically during the image generation process. The test, scheduled to launch later this month in the United States, will place labeled advertisements alongside the loading interface, marking a new integration point for the company’s growing advertising business.
What Happened
According to The Decoder, users in the US will soon encounter display ads while the chatbot generates images. These ads are designed to appear below the image being rendered, presented either as a carousel or a row of product images. The advertisements are explicitly labeled as such and kept separate from the generated output to maintain clarity between content and commerce. The initial rollout involves a limited group of advertisers.
In addition to the new visual format, OpenAI is expanding its measurement infrastructure. Advertisers will be able to send conversion data to ChatGPT Ads via integration partners such as Hightouch, Tealium, and LiveRamp. Attribution services including AppsFlyer, Adjust, and Branch are also joining the ecosystem. Furthermore, the company is testing geo-based experiments through Haus, Measured, and WorkMagic to assess the actual impact of these ads. On the brand safety front, OpenAI is piloting programs with DoubleVerify and Integral Ad Science, which evaluate the ad environment without accessing real user conversations. Select advertisers also have the option to set negative keywords to prevent their ads from appearing in unsuitable contexts.
Why It Matters
This development signifies OpenAI’s continued strategy to monetize its massive user base through advertising. Since launching ads in February, the company has reported an annualized revenue run rate of $1 billion from advertising alone, with a stated goal of reaching $100 billion in ad revenue by 2030. OpenAI reports that ChatGPT reaches 1.2 billion people weekly, though earlier this year, only about 5 percent of users were paying for a subscription. By integrating ads into high-engagement activities like image generation, OpenAI aims to capture value from non-subscribing users while offering advertisers new inventory formats tied to specific user intents.
The expansion of measurement and brand safety tools indicates OpenAI is building out the necessary infrastructure to compete with established digital advertising platforms. By partnering with industry-standard attribution and verification firms, OpenAI is signaling a move toward a more mature, data-driven ad ecosystem that can provide advertisers with clearer performance metrics and safety guarantees.
The Bottom Line
OpenAI’s introduction of display ads during image generation represents a tactical expansion of its advertising footprint. With a $1 billion annualized ad revenue run rate and a $100 billion target for 2030, the company is aggressively diversifying its monetization channels. The new format leverages existing user workflows while introducing sophisticated measurement and safety tools to attract enterprise advertisers.