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.

OpenX, a supply-side platform, has unveiled a rebrand positioning itself as "The Intelligent SSP" with a new logo and visual identity. The company aims to simplify digital advertising by addressing industry complexity that has emerged over the past decade. OpenX introduced a streamlined product architecture comprising OpenXSelect, OpenXBuild, OpenXControl and OpenXExchange, built on three pillars: quality, performance and adaptability. The platform features direct publisher relationships, AI-powered curation and a proprietary supply-side identity graph delivering privacy-forward signals. As one of the largest SSPs globally, OpenX operates on fully cloud-based infrastructure designed to support AI-driven, agent-based buying across CTV, mobile and desktop formats. The rebrand reinforces the company's commitment to transparent supply paths and rigorous inventory standards.

OpenX Technologies has launched OpenX Attention Targeting, the first supply-side platform solution enabling advertisers to target high-engagement CTV inventory in real time. The feature, powered by TVision's attention measurement technology and available exclusively through OpenXSelect, allows pre-bid targeting based on predictive attention scores. The solution combines data from TVision's in-home viewer panel with OpenX's real-time bidstream signals, including time of day, device type and viewing duration. Advertisers can layer attention signals with audience and contextual targeting across 231 million monthly unique users via OpenX's identity graph. The integration transforms attention measurement from a post-campaign metric into a real-time optimization tool. CTV advertising spend is projected to grow nearly 14% this year, driving demand for greater transparency and performance in the fragmented market.