Amazon Opens Up ChatGPT Ad Space to Select Advertisers

Amazon has announced a partnership with OpenAI to allow select U.S. advertisers to buy ChatGPT ad space through Amazon's programmatic ad platform, Amazon DSP.

The pilot, which launched on September 10, lets advertisers buy placements for their existing Amazon campaigns directly into ChatGPT without having to negotiate directly with OpenAI.

Delta Vacations is among the first brands testing the pilot, and Chris Conetta, Amazon DSP's director of omnichannel supply, said 'conversational ads represent the fastest growing engagement opportunity for brands to reach new and existing audiences.'

Amazon sets up and manages the campaigns, but OpenAI's system still decides which ads actually appear and where.

The deal marks a reversal for Amazon, which had previously kept ChatGPT from tapping into its own retail ecosystem, even as it built competing AI shopping tools of its own.

OpenAI's ad business crossed a $1 billion annualized revenue run rate in early September, but the company is targeting $100 billion in advertising revenue by 2030, requiring sustained growth above 200% a year.