OpenAI is very clear that ads on ChatGPT are going to work. So much so that they are going to charge more than TV for them, according to The Information

A few days ago we knew that OpenAI was going to draw up a plan to insert advertising in ChatGPT. Now, according to they point Sources from The Information, the company is already establishing the rates that it is going to start charging advertisers, and the truth is that they are going to give something to talk about. The media shares that OpenAI asks for approximately $60 per 1,000 impressions (CPM), a very high figure when compared to other media, including television.

The problem is that OpenAI does not yet offer anywhere near the same measurement tools as Google or Meta.

The price thing. The figure of 60 dollars is at NFL levels, according to reflects Gennaro Cuofano, founder of The Business Enquineer. OpenAI has not yet specified what data it will provide to advertisers, only that it will be “high level”, so there is some skepticism if we take into account that companies like Meta and Google allow us to track very specific and detailed metrics when we see an ad through their platforms.

Vender access, without results. The company is betting for capitalizing on its audience of more than 400 million users before building the necessary infrastructure to offer this type of service. As Cuofano details, it’s about “selling reach now, building attribution later,” similar to what Facebook did in 2010, when it had a massive, fast-growing audience and opted for ads without yet an advanced metrics infrastructure. Time has ended up proving Zuckerberg’s platform right, but we will have to wait to see if the move is worth the same to OpenAI.

Nfinancial need. The strategy can also be seen as an attempt by OpenAI to reverse the economic situation through which it passes. And as we knew through internal documents, the company projects operating losses of $74 billion by 2028, driven largely by AI operational costs.

The idea is that the ads appear in the coming weeks only for free and download users. Go plan in the United States, while Plus, Pro, Business and Enterprise subscriptions will be free of advertising. OpenAI affirms that the ads will not influence the chatbot’s responses and that it will never sell conversation data to advertisers, in addition to avoiding sensitive topics such as mental health or politics.

And now what. OpenAI will now have to demonstrate that it can scale this model beyond experimental budgets. And to scale a platform towards revenues that exceed tens of billions of dollars in advertising, it will be necessary to build a very solid measurement infrastructure and establish relationships with advertising agencies that it does not have now. It remains to be seen if the same promises that feed your ecosystem of products also allow them to build an advertising ecosystem as large as Google, Meta or Amazon have demonstrated in recent years.

Cover image | OpenAI

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