March 2, 2026 — San Francisco — Criteo became the first ad tech partner in OpenAI’s ChatGPT advertising pilot, enabling ChatGPT advertising goes live at $60 CPM for programmatic access by approximately 17,000 brands targeting logged-in adult users on Free and Go tiers in the United States.
The pilot, which began on February 9, 2026, displays sponsored ads at the end of responses, clearly labeled and contextually matched to conversation topics without influencing AI outputs or sharing personal data with advertisers.
Criteo Partnership Details
Criteo announced its integration on March 2, allowing commerce-focused ads via its AI-driven platform. The rollout started in the weeks following for US Free and Go users, with higher tiers like Plus, Pro, and Enterprise remaining ad-free. Early participants included brands such as Target, Ford, Adobe, Expedia, and Best Buy, alongside holding companies like WPP Media and Omnicom.
“This integration with OpenAI represents an exciting step forward in advancing advertising in an emerging AI experience. Through this pilot, we are helping shape how advertising can support discovery and consideration within Large Language Model (LLM) platforms, grounded in experiences that are additive, relevant, and built on user trust.”
— Michael Komasinski, CEO of Criteo
Pricing and Performance
Advertisers face a $200,000 minimum commitment at approximately $60 CPM, comparable to premium video rates like Netflix and three times Meta’s standard CPM, positioning ChatGPT advertising goes live at $60 CPM as a high-intent opportunity.
Preliminary data from 500 Criteo US retailers in February 2026 shows ChatGPT referrals convert at 1.5 times the rate of other channels, as noted in reports from PPC Land and ALM Corp.
Privacy and User Controls
OpenAI emphasized safeguards:
“Ads do not influence the answers ChatGPT gives you.”
“We keep your conversations with ChatGPT private from advertisers.”
Users can dismiss ads, provide feedback, delete data, or upgrade tiers for an ad-free experience.
Industry Buzz
ChatGPT advertising goes live at $60 CPM has sparked discussion, with MarketingProfs highlighting its potential to reshape conversational commerce. On X, @MarketingEdgeM posted on March 14: “Criteo has become the first advertising technology company to integrate with OpenAI’s ChatGPT advertising pilot.” Meanwhile, @Major_Matters noted the $60 CPM premium amid rivals’ ad aversion.
The pilot continues to evolve, focusing on privacy and relevance in AI environments.