The news: Demand-side platform StackAdapt is pushing its advertisers to begin testing ads within ChatGPT, according to a leaked pitch deck reviewed by Adweek.

• StackAdapt is pitching niche ad placements in ChatGPT focusing on prompt relevance.
• The DSP is offering CPMs between $15 to $60, while the pilot requires a $50,000 minimum spending commitment.
• CPMs begin at $15 for more specialized inventory, where a single advertiser aligns with the user’s prompt, and can climb to $60 when multiple advertisers qualify.
• StackAdapt is framing the pricing around what it describes as a “new mid-funnel decision layer,” aimed at reaching users while they research options and weigh comparisons.
• Despite the pitch deck, an OpenAI spokesperson speaking with Adweek clarified that, while lower CPMs are possible in some scenarios, “advertisers are not able to select a $15 CPM for this inventory.”

Zooming out: OpenAI has struck similar deals with ad tech companies and DSPs in recent months to make its ad pilot seem more practical and predictable for marketers wary about massive upfront costs.

• The AI leader found its first adtech partner in Criteo last month, allowing brands to access inventory via Criteo’s commerce media platform. The move may have benefited OpenAI by bringing familiar buying workflows and performance expectations to a nascent ad format.
• Reports have suggested that OpenAI is in talks with The Trade Desk about a partnership that would help ChatGPT sell ads using TTD’s infrastructure.

Why it matters: Championing partnerships with reputable DSPs and adtech companies could meaningfully contribute to OpenAI’s ability to reach its daunting revenue targets.

The company projects $2.5 billion in ad revenues this year and over $100 billion by 2030—but those numbers may be difficult to reach without more proof that ChatGPT ads are impactful enough to warrant their high costs. Even $15 CPMs are more than 50% higher than the average CPM estimated for Meta this quarter, notes our principal analyst Max Willens.

Implications for marketers: Aligning with popular DSPs signals that OpenAI is looking to legitimize its ad offerings and convince marketers eager to reach ChatGPT’s massive and growing user base that pilot budgets are justifiable. For marketers, that could make ChatGPT ads feel less experimental—but not necessarily less expensive or risky.