The news: OpenAI has expanded ChatGPT ads to logged-out users to give interested marketers more ad inventory on the platform, per a source cited by AdExchanger.

OpenAI has not officially announced this move and declined to speak with AdExchanger. Its site currently claims that ads do not appear to logged-out users, but an OpenAI spokesperson claimed in February that the platform would eventually begin testing ads targeting this cohort.

The news comes a month after the company indicated plans to bring ads to all ChatGPT free and Go users.

Zooming out: OpenAI has made several updates to its ad pilot recently.

• One of its biggest changes was reducing the minimum cost of participation to $50,000, down dramatically from the initial $200,000 upfront commitment.
• OpenAI simultaneously launched an ads manager similar to Google Ads earlier this month, currently available to a small number of advertisers.
• The company also recently began pricing select ChatGPT ads based on clicks rather than impressions, per The Information; it also indicated plans to debut ads designed to nudge users toward specific actions like purchasing products.

Why it matters: The potential expansion helps address a key issue advertisers have had with OpenAI’s ad pilot so far: Unjustifiably high costs given that ads were exclusive to logged-in users on specific tiers, significantly limiting available inventory and ad frequency. This move could make testing ads in ChatGPT a more promising investment for advertisers skeptical of the nascent chatbot ad format.