OpenAI has reorganized its advertising department seven times since the pilot program launched in February 2026. The unit currently employs approximately 140 people, with 37% of the staff recruited from Meta. In March 2026, the company hired former Meta executive Dave Dugan as VP of global ad solutions to lead the development of industry-specific teams.
By late August, the advertising business reached an annualized run rate of $1 billion. As of early October, the platform served around 60,000 advertisers, supported by price reductions for small and medium-sized enterprises. Additionally, the company introduced visual ads in October 2026 and established partnerships with resellers to expand its market presence.
Despite these developments, the company is unlikely to meet its initial internal revenue target of $2.4 billion for 2026. While some advertisers note competitive performance, others report challenges regarding ad relevance and measurement. Advertising remains a secondary income source for OpenAI, trailing behind enterprise sales and subscription revenue.
