Amazon, OpenAI Partner to Sell ChatGPT Ads Through Amazon DSP

Under the pilot, US brands can buy ChatGPT ad space through Amazon DSP instead of dealing directly with OpenAI. Amazon said conversational advertising is one of the fastest-growing opportunities for brands to reach consumers where they spend increasing amounts of time, and that it remains much more untapped than other channels.

Amazon said it does not control which ChatGPT conversations receive an ad. The company said it helps with campaign setup and optimization, effectively acting as an intermediary that negotiates ad spaces with OpenAI.

Both text and image ads can appear underneath the chatbot's answer, and OpenAI is set to display a clear sponsored ad label to distinguish advertising from the chatbot's output. Amazon is offering two payment options for ChatGPT-bound ads: cost per click and cost per thousand impressions.

In comments reported by TechRadar, Delta Vacations President Katrin Koenig said: "Through our collaboration with Amazon Ads and ChatGPT Ads, we can leverage deep consumer insights to inform how and when Delta Vacations appear within ChatGPT Ads experiences to create new opportunities for travellers to engage and discover vacation possibilities." Delta Vacations was described as an early customer and user of the platform.

OpenAI has its own, much smaller advertising program. Partnering with Amazon gives it access to a large pool of established advertisers already using Amazon, TechRadar reported. The report, citing Marketing Dive, said Amazon is the third-largest digital advertising business with annual advertising revenue of around $70 billion, so even a small share could be a significant boost for OpenAI.