OpenAI is actively developing its proprietary advertising infrastructure, signified by a job posting on September 24, 2025, for a Growth Paid Marketing Platform Engineer. This role focuses on building essential marketing technology systems for the ChatGPT platform, including campaign management tools, integrations with major advertising platforms, and real-time attribution capabilities. The aim is to enhance effectiveness, measurement, and automation of marketing investments.
OpenAI’s initiative reflects a strategic shift from relying on external agencies to gaining control over its advertising operations. With the ChatGPT platform boasting 700 million weekly active users, the company seeks to establish a comprehensive marketing framework. Key figures, including Fidji Simo, are driving this initiative as OpenAI transitions towards a public benefit corporation structure with significant revenue ambitions. The development of its internal advertising infrastructure may pave the way for ChatGPT to emerge as a new advertising channel, fundamentally transforming digital marketing landscapes.
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