Chalice AI
Outcome-based programmatic advertising software for advertisers and agencies.
Available information varies by company and source.
Profile record updated:
Company facts
- Official name
- Chalice Custom Algorithms, Inc.
- Entity type
- COMPANY
- Founded
- 2020
- Headquarters
- New York, NY 11215, US
- Company size
- 10–49
- Market role
- AdTech Vendor
- Official website
- chalice.ai
What Chalice AI does
Chalice AI sells B2B advertising decisioning software that sits within or alongside programmatic buying workflows. The platform uses machine learning and contextual analysis to value impressions, discover audiences, curate inventory and align bidding to advertiser-defined KPIs. Value is created by improving media efficiency and campaign outcomes for paying customers such as brands, agencies and programmatic buyers. In addition to the core platform, the company offers bespoke model development and white-glove support, which extends it beyond pure self-serve software into enterprise solution delivery.
Category differentiation
Chalice AI is an adtech optimisation and programmatic decisioning company, not a foundational LLM infrastructure provider. It should also not be confused with a general-purpose marketing agency or a consumer AI app.
Strategic context
AI-supported assessment from the existing company research; distinguish interpretation from sourced facts.
Chalice AI is a private US adtech company operating under the legal name Chalice Custom Algorithms, Inc. It provides programmatic advertising software that helps advertisers, brands and agencies optimise media buying against business outcomes rather than relying primarily on audience IDs. Its products support cross-platform activation, impression-level valuation, contextual analysis, PMP curation and bespoke model building, with a clear emphasis on operating in cookieless environments. The company makes money by selling enterprise software access and related high-touch algorithmic services to advertisers, media buyers and agencies. Its commercial model combines software subscription or usage-based pricing with consultative implementation and custom model engagements, often linked to campaign execution, performance improvement or media spend rather than simple seat-based SaaS pricing.
Company news briefing
Briefing updated:
Continuing to evolve its platform-independent footprint, Chalice AI positions itself as a media decisioning company delivering continuously running, brand-specific models. The firm's containerised integrations enable in-house bidding agents—such as those deployed with Hyundai—while supporting vector-based targeting pilots alongside major holding groups like WPP and Dentsu. Furthermore, leadership has engaged in industry dialogues advocating for robust antitrust enforcement regarding ad auction practices, reinforcing the company's focus on driving tangible business outcomes over traditional proxies.
Business model & monetisation
Chalice AI monetises through enterprise SaaS-style platform access, campaign-linked software usage and custom algorithm engagements. Pricing is tied to campaign execution and measurable performance outcomes or media spend, rather than primarily per-seat licensing. Bespoke model work likely adds service fees or negotiated enterprise contracts on top of platform revenue.
- Core optimisation platform
- SaaS / software subscription or campaign-linked access
- Custom AI model development
- Service fee / retainer with enterprise contract pricing
- Performance- or spend-aligned platform fees
- Percentage take-rate or usage-linked pricing
- Proof-of-concept and consultative deployment work
- Service fee / retainer
Products & capabilities
No products with linked sources are available in this view.
Programmatic stack & registry data
Registry entries and observed technical data do not establish certification, legal compliance or actual usage.
Chalice AI Limited
IAB vendor record: 1458
- Cookies declared
- No
- Non-cookie access declared
- No
- Declared purpose IDs
- 2, 3, 4
- Declared feature IDs
- 1
Products & market categories
Recent recorded signals
Dates refer to the source publication. Older entries are historical context, not evidence of a new event.
Chalice AI: Brand-Specific Models for Programmatic
Programmatic / AI · Recorded impact score: 2/5
This AdExchanger Talks podcast episode features Ali Manning, COO and co-founder of Chalice AI, discussing the company's approach to letting brands bring their own models into walled gardens, DSPs and SSPs. Chalice positions its software as continuously running, refreshable models (including generative AI) that optimize for brand-specific business outcomes rather than standard proxies like clicks or video completion. Manning describes challenges around the term "custom algorithm," explains Chalice's origin story, and gives a client example (Bayer’s One A Day) where Chalice used AI modelling and DSP bidding to drive offline "new to brand" sales. The conversation also touches on containerization and agentic bidding as possible ways to realize more precise programmatic outcomes.
- The article is a podcast interview with Ali Manning, COO & Co-Founder of Chalice AI.
- Chalice AI is described as a startup that enables brands to bring their own models into walled gardens, DSPs and SSPs.
Explore company relationships
Questions about Chalice AI
What is Chalice AI?
Chalice AI is a B2B adtech company that provides programmatic optimisation software and custom algorithmic models for advertisers and agencies.
Who uses Chalice AI?
Its users are primarily advertisers, enterprise brands, agency trading teams and programmatic media buyers seeking KPI-based campaign optimisation.
How does Chalice AI make money?
It makes money through enterprise software contracts, campaign-linked platform pricing and bespoke custom model engagements with service components.
Sources & coverage
This profile uses public, official and technically observable information. Missing information does not prove that a product or relationship does not exist. The list below does not imply that every profile statement has been verified.
20 publicly documented primary sources and citations linked across the market graph.
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