Observed Signal · Aug 4, 2026 · Podcast Episode · Source: AdExchanger · Impact: 2/5 · Sentiment: Positive
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.
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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
“That is the main insight behind Chalice AI, a custom algorithm startup that lets brands bring their own models into walled gardens, DSPs and...”
“Take Bayer, for example, which is one of Chalice is clients.”
“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...”
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“Here is 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
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
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.
Chalice AI and Equativ Advance Containerized AI Curation
Chalice AI announced a partnership with Equativ to deploy containerized AI decisioning into Equativ’s curation and activation platform. The collaboration promotes adoption of the IAB Tech Lab’s Agentic Real-Time Framework (ARTF) and enables Chalice’s custom AI models to run as portable, containerized agents inside Equativ’s infrastructure. Integrated with Maestro by Equativ, Chalice’s outcome-driven bidding models can score impressions and adjust bid pricing in real time at the impression level, aiming to optimize for advertiser-defined outcomes such as conversions or cost-per-action. Company leaders (Adam Heimlich, CEO of Chalice AI, and Curt Larson, Chief Innovation Officer at Equativ) framed the work as moving intelligence closer to supply, improving interoperability, transparency, and performance across programmatic workflows.
Cord Cutters Favor Amazon Prime Video; Netflix Second
A new survey of over 1,800 cord cutters reveals their most used streaming services. Amazon Prime Video leads with 73% usage, followed by Netflix (56.6%) and Paramount+ (51.1%). Peacock and YouTube are close behind with 41.1% and 40.8% respectively. The findings highlight a multi-subscription trend, where users combine various platforms rather than relying on one. Factors such as integrated memberships, sports content, and ad-supported tiers influence choices. The survey offers a snapshot of the evolving streaming habits of households that have abandoned traditional pay TV.
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