OpenAI, the artificial intelligence research and deployment company behind ChatGPT, is turning to established players in the advertising technology space as it seeks to scale its fledgling advertising business. The company has reportedly begun talks with The Trade Desk, a leading automated platform for ad placement, to aid manage and sell advertisements, a move that could significantly boost revenue projections and impact the broader ad tech landscape.
The discussions, first reported by The Information, come just last month after OpenAI launched advertising within ChatGPT. The initial strategy involves leveraging external partners like The Trade Desk to quickly expand its advertising capabilities before eventually bringing those functions in-house, including automating sales and providing detailed performance data to advertisers. Shares of The Trade Desk jumped more than 16.5% in premarket trading on Thursday, March 5, 2026, following the news, signaling investor confidence in the potential partnership.
OpenAI’s Advertising Ambitions and Projected Revenue Growth
OpenAI is betting heavily on advertising as a key revenue stream. According to projections shared with potential partners, the company anticipates that a strengthened focus on ads could double revenue from its consumer business to $17 billion. This ambitious goal is fueled by ChatGPT’s massive user base, which currently stands at approximately 910 million users. The company is actively exploring various avenues to monetize this audience, extending beyond direct ad sales to include partnerships with retailers and established ad tech firms.
The Trade Desk’s Role and Internal Shifts at OpenAI
The Trade Desk, led by senior VP of inventory development Will Doherty, is well-positioned to assist OpenAI in this endeavor. Doherty oversees partnerships with major platforms and companies where businesses place advertisements and is directly involved in the ongoing discussions with OpenAI. The Trade Desk’s automated platform offers advertisers a large-scale solution for ad placement, making it an attractive partner for OpenAI as it scales its advertising operations.
However, OpenAI’s long-term vision involves internalizing its ad tech capabilities. The company plans to eventually automate ad sales and provide advertisers with comprehensive performance insights, reducing its reliance on external partners. This phased approach allows OpenAI to quickly capitalize on advertising opportunities while simultaneously building the infrastructure for a self-sufficient ad tech operation.
Expanding Partnerships: Criteo and Target
The Trade Desk isn’t the only company OpenAI is courting. The company has also recently announced a technology partnership with Criteo, a veteran in the ad tech industry, as part of its advertising pilot program in ChatGPT. OpenAI has explored collaborations with retailers like Target, which already offers its own ad services. These partnerships demonstrate OpenAI’s commitment to diversifying its advertising strategy and leveraging existing expertise in the ad tech ecosystem.
The partnership with The Trade Desk arrives at a pivotal moment for TTD, as the company has experienced slowed revenue growth in the last fiscal year. Prior to today’s surge, shares were down more than 30% in 2026, making the potential collaboration with OpenAI a significant boon for the ad tech firm.
Impact on the Ad Tech Industry
OpenAI’s entry into the advertising market is poised to disrupt the existing landscape. The company’s vast user base and innovative AI technology present both opportunities and challenges for established players. While partnerships with companies like The Trade Desk and Criteo provide immediate benefits, OpenAI’s eventual goal of internalizing its ad tech functions could reshape the competitive dynamics of the industry. The move towards automated sales and performance-based advertising aligns with broader trends in the ad tech sector, but OpenAI’s scale and technological capabilities could accelerate these changes.
The success of OpenAI’s advertising strategy will depend on its ability to effectively monetize its user base while maintaining a positive user experience. Balancing advertising revenue with user satisfaction will be a key challenge as the company navigates this modern phase of growth. The company has not yet announced a specific timeline for bringing ad tech functions in-house, but the ongoing partnerships suggest a deliberate and phased approach.
Investors will be closely watching OpenAI’s progress in the advertising space, as it represents a significant potential revenue stream for the company. The partnership with The Trade Desk is a positive sign, but the long-term impact will depend on OpenAI’s ability to execute its vision and navigate the complexities of the ad tech industry.
OpenAI is expected to provide further updates on its advertising strategy in the coming months. The next key checkpoint will likely be the release of its first-quarter earnings report, which may offer insights into the initial performance of its advertising initiatives.
What are your thoughts on OpenAI’s move into advertising? Share your comments below and let us know how you think this will impact the future of ad tech.
