OpenAI launched sponsored answers in January 2026 to 800M+ weekly users. Here's how the format works, what it costs, and whether you should be buying right now.
The format:
Sponsored answers appear as clearly-labeled responses when users ask questions related to products, services, or solutions. Unlike display ads, these are contextual. They appear when someone asks "What's the best CRM for startups?" not when they're browsing unrelated content.
Current pricing:
- CPM-based auction model (cost per thousand impressions)
- Early CPMs ranging $20-80 depending on category
- No minimum spend requirement (yet)
- Self-serve platform in beta, managed buys available
What's working:
- High-intent B2B categories (software, services, finance)
- Direct answer formats that feel native to the chat experience
- Specific product claims with clear differentiation
What's not working:
- Generic brand awareness messaging
- Categories where ChatGPT already has strong organic answers
- Low-consideration impulse purchases
Should you buy now?
If you're in B2B with a differentiated product and can measure response, yes, early inventory is underpriced. If you're consumer brand awareness focused, wait for better targeting.