Chalice AI has partnered with OpenX to bring AI-powered curation to high-quality video inventory. The integration allows advertisers to deploy custom AI models and bidding agents directly within OpenXBuild, enabling real-time impression-level decisioning at the supply layer. The partnership addresses challenges in video advertising, where marketers struggle to balance quality environments with measurable outcomes amid signal loss and privacy changes. Chalice's AI models operate as always-on bidding agents within OpenX's cloud-native infrastructure, evaluating video impressions based on their likelihood to drive high-value actions. Early results from a Hyundai campaign demonstrated a 20% reduction in cost per high-value action and 67% decrease in CPMs compared to alternatives. The collaboration represents a shift from static curation to dynamic, outcome-based optimisation in premium video advertising.

Chalice AI and PubMatic have partnered to advance interoperability across agentic AI frameworks in digital advertising. PubMatic has become the first independent ad tech company to connect Model Context Protocol infrastructure with a custom bidding agent developed within the IAB Tech Lab's Agentic Real Time Framework, demonstrating how AI-driven decisioning and programmatic execution can work together. The integration uses PubMatic's AgenticOS, an operating system for agentic execution embedded in programmatic infrastructure. It creates a standards-based bridge between agent-driven decision systems and transaction-level programmatic execution, enabling AI agents to operate directly within real-time media workflows. The partnership aims to provide advertisers with greater control over programmatic decisions whilst combining Chalice's AI decisioning with PubMatic's native agents for faster activation and more precise optimisation.