OpenAI’s advertising unit, which began piloting ads in February 2026, has been restructured seven times in less than a year. The team has approximately 140 employees, with 37% previously from Meta, including Dave Dugan hired as VP of global ad solutions after over 12 years at Meta. The ad business reached a $1 billion annualized run rate by late August 2026, with around 60,000 advertisers by early October, largely driven by price cuts targeting small and medium-sized businesses. Despite this growth, OpenAI is expected to miss its early projection of $2.4 billion in ad revenue for 2026. The company has expanded its ad operations to over 60 countries and launched visual ads in October 2026.
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