OpenAI has a $25 billion opportunity in the ad business — but a lot to prove

OpenAI CEO Sam Altman

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• OpenAI is putting ads in ChatGPT.
• Ad experts say OpenAI will need to lean into data and measurement while balancing user trust.
• Analyst Mark Mahaney said ChatGPT ads could be a $25 billion business by 2030.

To turn ChatGPT into an advertising juggernaut, OpenAI will have to convince Madison Avenue that a chatbot can actually sell.

Mark Mahaney, Evercore ISI's internet research analyst, said this week...