Japan-headquartered marketing holding company Dentsu is partnering with supply-side platform (SSP) Index Exchange and AI ad software company Chalice AI to power the agency’s programmatic ecosystem with data and AI.
Index Exchange is set to become Dentsu’s key SSP in Europe and will power the agency’s algorithmic trading model that uses real-time audience signals as part of its ‘NextGen’ initiative.
The tech from Chalice AI, a New-York based company, integrates with a brand’s data and ad platform enabling custom algorithms to deploy real-time automated ad buying.
The partnership signals a notable evolution in Dentsu’s programmatic capabilities.
“As agencies lean further into AI-powered sell-side decisioning, they’re demanding smarter, more transparent supply paths, as well as greater control over how media is delivered and measured,” said John Tigg, SVP, Buyer Development at Index Exchange.
AI Bidding Agents for Media Buying
Powered by Chalice AI, the platform will include AI bidding agents that can be customised and tailored to each client.
“When you can make decisions at the page level, you unlock a new layer of precision,” said Freddie Turner, Managing Director, Chalice AI EMEA. “That’s the promise of this partnership – faster, smarter, more accountable media.”
This tool will allow buyers to apply custom algorithms to audience signals before a bid request has been sent.
Through the partnership Dentsu’s media company will be launching Next Gen AI for faster decisioning, access to supply paths, deeper data insights, and measurement strategies.
Dentsu aims to tap into Chalice AI and Index Exchange’s expertise on custom bidding strategies, quality media, and audience delivery.
