ChatGPT ads: which B2B companies are already set up for them
There is no ChatGPT ad library yet. But advertisers who measure their ChatGPT ads install OpenAI’s pixel on their website, and that shows: 110 of 1,499 company websites carried it in October 2026.
7.3%of 1,499 company websites carried the ChatGPT Ads pixel in October 2026
Romain GuyonFounder of Overt
Published 8 min read
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In short
- Ads in ChatGPT started in the United States on February 9, 2026, for logged-in adults on the Free and Go plans, and were available in more than 40 countries by the end of August.
- There is no official ChatGPT ad library. The EU designated ChatGPT a very large online search engine on August 31, 2026, which requires a public ad repository, with a deadline around January 2027.
- Advertisers who measure their ChatGPT ads install OpenAI’s measurement pixel on their website. In October 2026 it was on 110 of 1,499 company websites (7.3%): as many as X Ads, more than TikTok Ads.
- SaaS and B2B companies are twice as likely to carry it (14%) as the average website; fintech companies almost never do (3%).
- The companies set up for ChatGPT ads already advertise everywhere else: 80% also carry the Google Ads tag, 70% LinkedIn’s, and 64% ran ads on LinkedIn Ads that same week.
What ChatGPT ads are
OpenAI started testing ads in ChatGPT in the United States on February 9, 2026, then extended them to Canada, Australia and New Zealand in late March, to the United Kingdom, Mexico, Brazil, Japan and South Korea by August 11, and to 31 European markets on August 18. On August 31, OpenAI said ChatGPT ads were available in more than 40 countries.
- Where they show. Below ChatGPT’s answers, labelled as sponsored and separated from the answer. Each ad carries the advertiser’s name, a title, a text, an image and a link.
- Who sees them. Adults on the Free and Go plans, at first only when logged in. Plus, Pro, Business, Enterprise and Education users see no ads, and no ad is shown to users under 18.
- How they are matched. To the context of the conversation, the ad’s landing page and copy, and the context hints the advertiser gives. OpenAI says ads run on separate systems and can’t change ChatGPT’s answers, and that advertisers never receive conversations.
- What is excluded. Sensitive or regulated topics such as health, mental health and politics, according to OpenAI’s ad policies.
- How they are bought. Through OpenAI’s sales team and agency partners from the start, and since May 5, 2026 through a self-serve Ads Manager: by the thousand views (CPM), by the click (CPC), or with bids optimized for conversions. Advertisers pay for views or clicks, never per conversion.
Is there a ChatGPT ad library?
Not an official one, as of October 2026. ChatGPT only explains, in the product, why a given ad is shown to a given user; there is no public place to search the ads an advertiser runs, the way the LinkedIn Ad Library or Google’s Ads Transparency Center work.
That should change in the EU. On August 31, 2026, the European Commission designated ChatGPT a very large online search engine under the Digital Services Act, with four months, until about January 2027, to comply. Article 39 of the regulation requires such services, when they show ads, to publish a searchable repository of them: the ad, on whose behalf it ran, who paid, when it ran, its main targeting parameters, and its reach in each EU country. OpenAI has not announced its repository yet.
Several unofficial “ChatGPT ad libraries” collect ads by running prompts and recording what appears. They show examples, not an advertiser’s full activity: an ad only shows up when a conversation matches it. Until an official repository exists, the most reliable clue sits on the advertiser’s own website.
How to tell a company is set up for ChatGPT ads
To count the visits and sign-ups their ChatGPT ads bring, advertisers install the ChatGPT Ads measurement pixel on their website, the same way they install the LinkedIn Insight Tag or the Google Ads tag. OpenAI documents what it looks like:
- a script loaded from
bzrcdn.openai.com(oaiq.min.js), started withoaiq("init", …); - events sent to
bzr.openai.com: page views, leads, sign-ups, trials, booked meetings; - two first-party cookies:
__oppref, kept 30 days when a visitor arrives from a ChatGPT ad, and__obref.
To check one website by hand, open it, accept the cookies, and look for bzrcdn.openai.com or oaiq in the page source or in your browser’s network panel. Two limits: a site can send its conversions server to server, through OpenAI’s Conversions API, which leaves no trace in the browser; and a pixel says the company measures ChatGPT ads, not that it runs one this week.
Who is set up for ChatGPT ads
Overt reads the ad platform tags on the websites of the companies it follows. Between October 11 and 13, 2026, it read 1,499 company websites, most of them B2B software companies. 110 of them carried the ChatGPT Ads pixel.
Share of company websites with each ad platform’s tag
1,499 company websites, October 11–13, 2026
Source: Overt, ad platform tags on 1,499 company websites, October 11–13, 2026. A website counts once per ad platform.
Eight months after the first ads, ChatGPT Ads is already on as many company websites as X Ads, and ahead of TikTok Ads. The companies that carry it are not newcomers to advertising:
Source: Overt, 110 company websites with the ChatGPT Ads pixel, October 11–13, 2026.
Seen from the other side, 70 of the 419 companies that ran ads on LinkedIn Ads that week and whose website could be read, one in six, were set up for ChatGPT ads too.
By sector, using the categories companies give themselves, SaaS and B2B companies lead:
| Category | Websites read | ChatGPT Ads pixel | LinkedIn Ads tag |
|---|---|---|---|
| SaaS | 241 | 14.5% | 54.4% |
| B2B | 227 | 14.1% | 52.9% |
| Developer tools | 102 | 9.8% | 41.2% |
| Artificial intelligence | 314 | 7.3% | 38.5% |
| Fintech | 149 | 2.7% | 43.0% |
| All websites | 1,499 | 7.3% | 30.6% |
Source: Overt. A company can belong to several categories. Categories with at least 60 websites read.
These counts are a floor. Some websites load their tags only in some regions or after some choices, and a site that sends its conversions server to server shows nothing. A tag that was seen is a fact; a tag that wasn’t seen proves nothing. Websites that could not be read are left out.
What it means for B2B marketers
ChatGPT is not yet built as a B2B channel. People on ChatGPT Business and Enterprise see no ads; targeting works by country, device, context hints and custom audiences of at least 25,000 matched users, with no documented job title or company targeting; and in the EU, ads are not personalized for now. Account-based programs have little to hold on to.
Software buyers still ask ChatGPT which tools to choose, OpenAI’s own announcements name people “choosing software for their business” among those its ads reach, and one SaaS company in seven already measures ChatGPT ads. Three things are worth doing now:
- Check your competitors’ websites for the ChatGPT Ads pixel: it is the earliest sign that they test the channel.
- Ask ChatGPT the questions your buyers ask, on a Free or Go account in your markets, and note which ads appear below the answers.
- Watch for the EU ad repository, due around January 2027: it will show, ad by ad, who runs what in the EU.
Overt shows, for every company you follow, which ad platforms its website is set up for and when it adds a new one, next to the ads it runs every week on LinkedIn Ads, Google Ads and Microsoft Ads.
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Frequently asked questions
Does ChatGPT have ads?
Yes. OpenAI started showing ads in ChatGPT in the United States on February 9, 2026, to adults on the Free and Go plans, and said they were available in more than 40 countries by August 31, 2026. Plus, Pro, Business, Enterprise and Education users see no ads.
Is there a ChatGPT ad library?
Not an official one as of October 2026. The European Commission designated ChatGPT a very large online search engine on August 31, 2026, and the Digital Services Act requires such services to publish a searchable ad repository, with a deadline around January 2027.
How much do ChatGPT ads cost?
ChatGPT ads are sold at auction, by the thousand views (CPM), by the click (CPC) or with bids optimized for conversions; advertisers pay for views or clicks, never per conversion. OpenAI suggests starting with a maximum bid of $3 to $5 per click.
How can you tell if a competitor advertises on ChatGPT?
Look for OpenAI’s measurement pixel on its website: a script from bzrcdn.openai.com (oaiq) and a cookie named __oppref. It shows the company measures ChatGPT ads. Overt checks the websites of the companies you follow.
Can you target B2B audiences with ChatGPT ads?
Only partly. ChatGPT ads target by country, device, context hints and custom audiences of at least 25,000 matched users; there is no documented job title or company targeting, and ChatGPT Business and Enterprise users see no ads.
How many companies are set up for ChatGPT ads?
In October 2026, 110 of 1,499 company websites read by Overt (7.3%) carried the ChatGPT Ads measurement pixel, as many as carried the X Ads tag. Among SaaS companies, the share was 14.5%.
Terms used in this guide
- ChatGPT Ads measurement pixel
- OpenAI’s browser script for measuring the website actions that follow a ChatGPT ad: loaded from bzrcdn.openai.com, started with oaiq("init"), it sends events to bzr.openai.com and keeps the cookies __oppref and __obref.
- Very large online search engine (VLOSE)
- A search engine with more than 45 million monthly users in the EU, designated by the European Commission under the Digital Services Act, with obligations that include a public repository of the ads it shows.
- Digital Services Act
- The EU regulation (Regulation (EU) 2022/2065) whose Article 39 requires very large online platforms and search engines that show ads to publish a searchable repository of them.
Sources
- OpenAI, Our approach to advertising and expanding access to ChatGPT, January 16, 2026.
- OpenAI, Testing ads in ChatGPT, February 9, 2026, updated August 11, 2026.
- OpenAI Help, Ads in ChatGPT.
- OpenAI, New ways to buy ChatGPT ads, May 5, 2026.
- OpenAI, Expanding access to AI with ChatGPT ads, August 31, 2026.
- OpenAI Developers, Measurement pixel and Campaign targeting.
- OpenAI, Ad policies.
- European Commission, Commission designates ChatGPT, Reddit and Roblox under the Digital Services Act, August 31, 2026.
- Regulation (EU) 2022/2065, Digital Services Act, Article 39.
- Overt, ad platform tags on 1,499 company websites, October 11–13, 2026; active ads on LinkedIn Ads, week of October 5, 2026.
Romain Guyon is the founder of Overt, and runs paid media for B2B software companies.