OpenAI is rolling out a fresh set of updates to its Ads Manager Beta, giving advertisers more control over campaign pacing, targeting, and reporting — while also quietly testing new ad experiences inside ChatGPT.
The latest updates signal continued investment in building out the platform’s advertising capabilities as OpenAI looks to make ChatGPT a more viable performance and brand advertising channel.
What’s new in Ads Manager Beta:
Daily budgets arrive. Advertisers can now choose between a daily or lifetime budget when creating new campaigns.
For now, daily budgets are limited to newly created campaigns, but the addition gives marketers more flexibility over pacing and spend management — particularly useful for advertisers running always-on activity or testing campaigns with tighter controls.
Expanded geo targeting. OpenAI is also introducing more granular location targeting options across the U.S.
Advertisers can now target campaigns by state, designated market area (DMA) and zip code
Targeting can be configured during campaign setup or adjusted later within campaign settings.
The update brings ChatGPT’s ad tools closer to the location controls advertisers are accustomed to on established platforms like Google and Meta, particularly for regional campaigns and local business targeting.
Aggregate totals in reporting views. Ads Manager table views now display aggregate totals for key metrics including impressions, clicks and spend
Totals are available across campaign, ad group, and ad-level reporting views, making it easier for advertisers to quickly assess performance without exporting data.
OpenAI begins testing new ChatGPT ad experiences. Alongside the Ads Manager updates, OpenAI confirmed it is beginning an early test of new ad experiences within ChatGPT.
A small subset of ads may now display dynamic calls-to-action (CTAs), including:
- “Shop Now”
- “Book Now”
- “Sign Up”
- “Learn More”
According to OpenAI, CTAs are automatically selected based on the ad creative and destination experience.
The company said advertiser controls for CTA selection could be explored in the future.
OpenAI described the feature as a lightweight enhancement intended to help users better understand and engage with ads appearing in ChatGPT.
Why we care. These updates signal that OpenAI is steadily building a more sophisticated and performance-oriented ad platform inside ChatGPT. Features like daily budgets and granular geo targeting give marketers greater control over spend and audience reach — capabilities that are considered essential on more mature advertising platforms.
The introduction of dynamic CTAs also suggests OpenAI is beginning to optimize ads for engagement and conversion actions, potentially opening the door to more performance-driven ad formats in the future. For brands experimenting with AI-native advertising, these updates indicate the platform is evolving beyond early-stage testing into a more viable media channel..
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