A recent job listing from OpenAI indicated the company’s intention to develop an ad network, but the references were later removed.
The listing sought a “support delivery lead” for its ads division and mentioned building a publisher-facing ad business. This was the first public acknowledgment of OpenAI’s plans in this area, according to CMO Insider.
Currently, OpenAI’s ad business primarily serves advertisers aiming to reach ChatGPT users. The expansion to support publishers could enhance ad revenue, provide marketers with placements beyond the ChatGPT app, and alleviate concerns from some publishers.
Debra Aho Williamson, founder of the AI-focused research firm Sonata Insights, stated, “This is a huge sign that OpenAI is building toward an advertising business far beyond just ChatGPT.” The original job ad outlined responsibilities related to inventory setup, ad serving integrations, and addressing yield-impacting issues.
The role was designed to ensure effective support for both ad buyers and publishers, but after inquiries from CMO Insider, OpenAI revised the listing, deleting references to publishers and modifying five sentences. The company later clarified that the role would focus on agencies and brands.
The job ad did not provide full details on what an OpenAI ad network might entail. Analysts speculate that OpenAI could explore “demand extension” or “audience extension,” allowing advertisers to extend their campaigns to external websites or apps. This would enable publishers to monetize traffic using insights derived from ChatGPT, akin to the Facebook Audience Network or Google Display Network.
OpenAI has stated it is not pursuing demand extension at this time. However, launching an ad network could be a strategic move for the company, despite representing a rapid entry into supply-side ad technology.
One of the main concerns for advertisers has been that demand for OpenAI’s ad products has often exceeded available supply. Advertisers have previously expressed frustration at the slow pace of budget spending during early ad trials.
Dave Dugan, OpenAI’s head of global ad solutions, addressed these concerns in a recent interview, highlighting the need for improved ad placement strategies.
