ChatGPT Ads now available to advertisers in the Netherlands

Since late August, OpenAI has been showing ads in ChatGPT to users in the Netherlands. Since 31 August, advertisers have also been able to buy campaigns directly through the OpenAI Ads Manager.

Ads are shown to users on the Free plan and the paid Go subscription. Plus, Pro, Business, Enterprise and Edu remain ad-free. Users under the age of 18 are not shown ads. Personalised advertising is not currently available in the Netherlands: ad selection is based primarily on the current conversation, language and approximate location.

OpenAI supports CPM, CPC and conversion-optimised CPC. For CPC campaigns, OpenAI suggests a starting maximum bid of US$3 to US$5 per click, equivalent to approximately €2.60 to €4.30 based on the ECB reference exchange rate of 2 September 2026. OpenAI does not publish a standard CPM rate.

According to NMO Online 2026 Q2, ChatGPT has an average reach of 7.26 million people aged 13 and over in the Netherlands. Reach is relatively strong among younger audiences: 31% of users are aged 20–34 and 24% are aged 35–49, with selectivity indices of 135 and 117 respectively. Social class AB1 is also relatively strongly represented, accounting for 62% of reach with a selectivity index of 117. The gender split is almost even.

These NMO figures provide an indication of ChatGPT’s overall reach and audience profile, but they are not the same as the available advertising reach: only eligible Free and Go users can be shown ads, while users under 18 are excluded entirely.

For media planners, ChatGPT Ads therefore adds a new contextual advertising channel alongside search and social, with conversational context and user intent playing a key role in determining which ads are relevant.

Rates, formats and terms for media channels in the Netherlands can be found and compared centrally in the Retriever.nl database.