OpenAI announced Tuesday the expansion of its ChatGPT advertising pilot program with the introduction of a beta self-serve Ads Manager and cost-per-click bidding options for businesses in the United States.

The company launched the self-serve platform to allow advertisers to create and manage ChatGPT ad campaigns directly, moving beyond its initial approach of working with select advertisers through agency partnerships. The Ads Manager enables businesses to register as advertisers, set budgets and bids, upload advertisements, and monitor campaign performance.

OpenAI added cost-per-click bidding to its existing cost-per-mille impressions model, allowing advertisers to pay based on user engagement rather than ad views. The company stated that CPC bidding aligns advertiser spending with user actions after viewing advertisements.

The expansion includes partnerships with advertising agencies Dentsu, Omnicom, Publicis, and WPP, as well as technology partners Adobe, Criteo, Kargo, Pacvue, and StackAdapt. These partners provide campaign support while OpenAI maintains control over ad delivery decisions.

OpenAI introduced new measurement tools including Conversions API and pixel-based tracking to help advertisers understand campaign performance and post-engagement user actions such as purchases or sign-ups. The company said these tools provide aggregated insights without sharing individual user conversations or personal details with advertisers.

The advertising pilot maintains OpenAI's stated principles that ChatGPT responses remain independent from advertising content and user conversations stay private. The company is gradually expanding access to the Ads Manager as it continues testing the platform.

OpenAI indicated plans to develop additional ad formats, bidding objectives, and platform capabilities as it builds out the ChatGPT advertising system.