""The fundamental difference is that ChatGPT advertising operates in a post-intent environment," said Caroline Giegerich, VP of AI at IAB. "With search, you're bidding on keywords to intercept intent as users express it. With conversational AI, intent has already been identified through dialogue. The AI knows not just what you're looking for, but the context and constraints behind it.""
""Search advertising operates in the attention economy," added Calvin Scharffs, VP of Marketing at Orange 142. "Users type short, ambiguous queries, and advertisers infer intent from keywords, past behavior and probability models. ChatGPT operat"
OpenAI plans to sell premium, conversation-native ads inside ChatGPT to both free logged-in users and $8/month ChatGPT Go subscribers. Ads will be charged per view with advertised pricing around $60 CPM and large upfront commitments near $1 million. The model targets a post-intent environment where user intent is revealed through dialogue rather than inferred from brief queries. OpenAI expects high compute costs, projecting at least $9 billion in spending this year, and views advertising as a revenue offset. Questions remain about whether intent-rich conversational placements can deliver ROI comparable to traditional high-end inventory.
Read at MarTech
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