Chalice AI, the platform-independent AI media decisioning company, announced a partnership with OpenX, The Intelligent SSP, to enable AI-powered curation across high-quality video inventory. The integration allows advertisers to deploy custom AI models and bidding agents directly within OpenXBuild™, a software suite that enables marketers to leverage first-party data and deploy proprietary logic in real time to build high-performing, secure advertising solutions.
As video continues to capture a growing share of media investment, advertisers are increasingly challenged to balance quality environments with measurable outcomes. At the same time, signal loss and privacy changes are reshaping digital advertising, pushing marketers toward more durable, privacy-forward approaches to targeting and optimization. While curated supply has helped improve quality and transparency, most video buying still relies on static deal structures or broad targeting, limiting marketers’ ability to optimize for real business impact.
This partnership introduces a more dynamic and intelligent approach to video curation, where custom AI decisioning and bidding logic are executed directly at the supply layer in real time, using OpenXBuild’s Real Time Bidstream API.
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Early results highlight the impact of this approach. In a campaign for Hyundai, custom AI models deployed within OpenX’s low-latency, cloud-native supply environment delivered a 20% reduction in cost per high-value action and a 67% decrease in CPMs compared to the next-best alternative, while effectively reaching high-intent auto shoppers. These gains were driven by real-time bidding decisions and impression valuation at the supply layer, rather than traditional post-bid optimization or static curation.
“Video has become the centerpiece of digital advertising, but it has not always been optimized with the same level of precision as other channels,” said Adam Heimlich, CEO of Chalice AI. “By bringing AI into curated video supply, advertisers can move beyond buying access to premium environments and start optimizing for outcomes within them.”
OpenX has been at the forefront of advancing curation as a more transparent and efficient way to access high-quality inventory. This collaboration builds on that foundation by enabling advertisers to layer their own custom decisioning into curated video deals. It also reflects a broader evolution across the supply side, where platforms are enabling real-time, programmable decisioning environments for advertiser-controlled AI.
“This is what the future of supply-side decisioning looks like,” said Joel Meyer, CTO at OpenX. “Advertisers aren’t just accessing premium video, they’re actively optimizing within it, in real time, using their own data and models. That signals a fundamental shift in how and where value is created.”
This reflects a broader shift in how video is bought and optimized across the open internet. Instead of treating video as a fixed premium channel, advertiser-controlled AI operating within supply-side infrastructure enables advertisers to unlock both quality and performance within the same workflow.
SOURCE: BusinessWire