StackAdapt is opening up ChatGPT ads to all of its advertisers this week. It won’t be the last.
The demand side platform, which became one of a handful of ad tech companies to partner with OpenAI at launch, started with a closed beta of double-digit clients before deciding the product was ready to scale.
“We ran a pilot just to make sure everything worked well, and that has been going well,” said Yang Han, co-founder and CTO. “So we’re actually releasing it wide this week — it’s broadly open on our platform for all our customers.”
That customer base runs to around 1,000 advertisers, with no minimum spend required. It follows OpenAI’s own decision to drop its spend threshold when it opened its ads manager to all applicable advertisers in the U.S. By removing the same barrier, StackAdapt is betting it can get more of its existing advertisers to test and eventually scale on the platform. Han confirmed as much: advertisers, he said, don’t come to StackAdapt for access to ChatGPT inventory alone. They come for what sits around it. Audiences, measurement, creative and the ability to see ChatGPT performance alongside every other channel in a single view.
“If you only want to run on ChatGPT in isolation, by all means it makes sense to go direct,” he said. “But advertisers with meaningful budgets are never going to be executing in one silo.”
