March 2, 2026 — Criteo announced it has become the first ad-tech partner in OpenAI’s ChatGPT launches programmatic advertising pilot with Criteo as first ad-tech partner at $60 CPM, enabling access to ad inventory in ChatGPT’s Free and Go tiers in the US for approximately 17,000 advertisers.
The integration, rolling out in coming weeks, lowers entry barriers for brands previously facing $200,000 minimum spends directly with OpenAI, with Criteo facilitating commitments as low as $50,000 to $100,000, according to Ad Age. Ads, which launched on February 9 in the US Free and Go tiers, appear below responses labeled as Sponsored and exclude sensitive categories like health, politics, and temporary chats, as noted in earlier ALM Corp analysis.
Criteo CEO Michael Komasinski described the move as “an exciting step forward in advancing advertising in an emerging AI experience,” per the company’s press release.
Performance and Early Adoption
Criteo data from February 2026 involving 500 US retailers indicates that users referred by large language models convert 1.5 times higher than those from other channels, a point reiterated across Adweek and The Keyword coverage. Early participants include brands like Target, Ford, and Adobe, with agencies such as Dentsu, Omnicom, and WPP involved.
Reporting remains basic, focusing on impressions and clicks amid low volumes, and the $60 CPM—about three times Meta’s rate—reflects premium pricing for high-intent traffic, as detailed in ALM Corp’s March roundup and MarketingProfs AI Update.
Keeping creative variations fresh… really helps get a bit more volume.
An Ad Age-sourced executive highlighted the importance of dynamic creatives in optimizing performance.
Broader Implications
The pilot signals expanding global ad opportunities in AI interfaces amid fragmentation, with OpenAI reportedly in talks with The Trade Desk for further scaling. Premium tiers remain ad-free, and access is programmatic via Criteo, making ChatGPT launches programmatic advertising pilot with Criteo as first ad-tech partner at $60 CPM a key development for digital marketers.
No direct announcement appeared on OpenAI’s sites, with details emerging through partners and media.