Amazon and OpenAI partner for ChatGPT advertising

Amazon and OpenAI have announced a partnership that allows advertisers to purchase ad placements within the ChatGPT interface using the Amazon Demand-Side Platform (DSP). The advertisements will appear as text and visual blocks positioned directly beneath the AI-generated responses.

Under the technical arrangement, Amazon manages the creation and configuration of advertising campaigns through its DSP, while OpenAI retains control over the actual delivery and placement of ads based on the context of the conversation. Advertisers will not have access to the specific content of user exchanges. The program is currently in a pilot phase, initially limited to a select group of US-based advertisers, with Delta Vacations among the first brands to test the system.

This collaboration follows a significant capital investment by Amazon in OpenAI, which included Amazon Web Services becoming the exclusive third-party cloud provider for OpenAI’s Frontier program. While the initial rollout is restricted, Amazon has indicated that self-service access via the Amazon DSP is expected to follow as the program expands.