Observed Signal · Aug 4, 2026 · Podcast Episode · Source: AdExchanger · Impact: 2/5 · Sentiment: Positive
Programmatic / AI Market: 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.
Describes a startup approach that integrates brand-specific AI models into DSPs to optimize for offline and business-specific outcomes; relevant to programmatic buyers and adtech vendors but not an industry-wide policy or platform change.
Key Takeaways & Evidence Grounding
- 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.
- Chalice uses generative AI and continuously refreshed models to optimize for brand-specific outcomes rather than standard DSP proxies.
- Bayer is cited as a Chalice client; Chalice modelled "new to brand" shoppers for Bayer’s One A Day and adjusted bidding in Amazon DSP to drive offline sales and produced a significant lift.
Connected Companies & Entities
6 Entities mappedChalice AI
Outcome-based programmatic advertising software for advertisers and agencies.
“That’s the main insight behind Chalice AI, a custom algorithm startup that lets brands bring their own models into walled gardens, DSPs and ...”
Access Intelligence
B2B media and events owner serving specialist professional audiences.
“© 2026 Access Intelligence, LLC - All Rights Reserved...”
Amazon
Global commerce, cloud, advertising and subscription platform company.
“More than 80% of sales for its One A Day vitamin brand still happen in stores, but its Amazon DSP setup was geared toward ecommerce and uppe...”
PubMatic
Independent adtech platform for publisher monetisation and programmatic supply.
“Here’s how PubMatic and Optable are using AI to help publishers turn first-party data into new ad deals and reach more buyers....”
Bayer
Diversified life sciences company spanning pharmaceuticals, consumer health and agriculture.
“Take Bayer, for example, which is one of Chalice’s clients....”
Optable
Privacy-first audience and identity infrastructure for publishers.
“Here’s how PubMatic and Optable are using AI to help publishers turn first-party data into new ad deals and reach more buyers....”
Ontology Mapping & Concepts
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