Observed Signal · Nov 12, 2026 · Product Launch · Source: OpenX · Impact: 2/5
Built On OpenX: How Chalice AI Drove 67% Lower CPMs
OpenX published an educational video featuring Ali Manning of Chalice AI, explaining how the company leverages OpenXBuild's container-based architecture to run AI models directly within the supply-side platform. The video highlights a case study with Hyundai, where custom valuations led to 67% lower CPMs and a 20% higher high-value action rate. Chalice AI uses the IAB's agentic real-time framework to build bidding agents in the SSP, enabling more precise bidding and better advertiser outcomes. The video is part of OpenX's educational series on programmatic, CTV, and AI.
This is a promotional educational video highlighting a customer success story, not a major corporate announcement. It demonstrates OpenX's AI capabilities but has limited strategic impact.
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Key Takeaways & Evidence Grounding
- Chalice AI, an early-stage company, uses OpenXBuild to run AI models directly in the supply-side platform.
- Hyundai achieved 67% lower CPMs and a 20% higher high-value action rate using custom valuations.
- OpenX is built on the IAB's agentic real-time framework, enabling bidding agents in containers within the SSP.
- The video is part of OpenX's educational series on programmatic, CTV, and AI.
Connected Companies & Entities
“OpenX is the publisher of the video and provides the OpenXBuild platform that enables AI models to run in the supply path.”
“Chalice AI is the featured company that uses OpenXBuild to run AI models for advertisers like Hyundai.”
“Hyundai is the advertiser cited in the case study, achieving 67% lower CPMs and 20% higher high-value actions.”
“The IAB's agentic real-time framework is the technical foundation that OpenX is built on, enabling bidding agents in containers.”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Chalice AI: Brand-Specific Models for Programmatic
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.
Hyundai Pilots Containerized Ad Tech To Boost Efficiency
Hyundai piloted a containerized ad-tech integration that places buyer-side AI bidding logic inside an SSP environment to improve programmatic efficiency. The pilot paired custom bidder Chalice AI with SSP OpenX using OpenX’s container product, OpenXBuild. Hyundai CMO Sean Gilipin said the brand values better audience valuation and high‑value actions over simple CPM cost savings; the initial test covered three car models and will expand to Hyundai’s full fleet. OpenX, built on Google Cloud Platform, says hosting buyer containers increases cloud bandwidth costs but these are smaller than the egress costs of sending bid requests to external DSPs. Chalice now describes itself as a “platform-independent AI media decisioning company,” and Hyundai retains ownership of the targeting-model IP developed with independent custom bidders.
tvScientific Leverages OpenX APIs for Enhanced Ad Performance
OpenX announced OpenXBuild, a new suite of APIs designed to give advertisers closer control over ad performance by accessing bidstream data and signals. The suite comprises the Auction Insights API (historical bidstream events), the Identity Resolution API (an audience graph for targeting segments), and the Real-Time Bidstream API (real-time custom logic for bidding). tvScientific, a CTV ad-buying startup recently acquired by Pinterest, is testing the Real-Time Bidstream API as a pilot partner, integrating tvScientific’s AI model within OpenX’s infrastructure to achieve closer proximity to supply and improved bid decisions. OpenX CTO Joel Meyer notes that this approach helps quantify impressions by content type, geography, and channel, creating feedback loops to optimize future bids. The discussion also references the IAB Tech Lab’s Agentic RTB Framework and notes that MCPs can enable AI tool integration inside APIs, though bidstream interaction via MCP remains inefficient today.
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