How we built ChatGPT’s novel ad stack for user trust and relevance

Summary

OpenAI describes how it built a custom ads stack for ChatGPT, separate from answer generation, to handle user intent that develops across multiple conversation turns and sessions. The system uses a post-trained LLM that makes tool calls for retrieval, ranking, relevance, and auctions, and keeps ad selection in its own service so ads do not influence ChatGPT's answers. OpenAI states that ChatGPT Ads reached $1 billion in annualized revenue run rate less than 200 days after launch, and more than 100,000 advertisers have run ads on ChatGPT.

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