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The ChatGPT maker's advertising unit has hit a $1 billion run rate but is expected to fall short of its early 2026 revenue goal
OpenAI ’s advertising team has been restructured seven times in less than a year. For a unit that only started piloting ads in February 2026, that pace of reorganization is remarkable.
The team now numbers approximately 140 employees, and about 37% of them previously worked at Meta .
The most visible hire came in March 2026. OpenAI brought on Dave Dugan as VP of global ad solutions.
Dugan spent over 12 years as a VP at Meta before making the move. His mandate centers on building specialized teams organized by industry vertical, plus a group dedicated to working with ad agencies.
The numbers show real traction. By late August, OpenAI’s ad business had reached a $1 billion annualized run rate.
Advertiser counts climbed too. OpenAI had around 60,000 advertisers by early October, with much of that growth driven by price cuts aimed at small and medium-sized businesses.
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Still, the growth has not been fast enough to match the company’s original ambitions. OpenAI’s early internal projection called for $2.4 billion in ad revenue for 2026, and the company is likely to miss that figure.
In October 2026, the company also launched visual ads. The company has also partnered with resellers to strengthen its position in the market.
Advertiser feedback so far has been mixed. Some advertisers report that performance compares favorably against competing platforms. Others point to problems with measurement and relevance.
Advertising is a strategic bet for OpenAI, not a side project. The company carries high operating costs, and ads are meant to become a meaningful revenue stream to help offset them.
For now, ads remain behind subscriptions and enterprise sales as a source of income.