dentsu Partners with Index Exchange & Chalice AI to Build an AI-Enabled NextGen Programmatic Ecosystem

"The partnership moves dentsu's AI decisioning power within the SSP environment, enabling the agency to take a leading position in the industry-wide adoption of sell-side signal aggregation and modelling. This emerging transformation allows buyers to apply custom algorithms to granular, high-value audience signals before a bid request is even sent. Through this partnership, dentsu's media practice will be launching Next Gen AI - enabling faster decisioning, access to high quality curated supply paths, deeper data insights, and more sophisticated performance measurement strategies for their clients."

"Index will power dentsu's NextGen algorithmic trading model, that leverages rich, real-time audience signals available from the sell-side. This will be coupled with a set of platform-independent AI bidding agents, powered by Chalice, that offer clients transparent, customised AI models to hit their business goals."

""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.""

Index Exchange, Chalice AI and dentsu's Media Practice established a strategic partnership to power dentsu's NextGen initiative across key European markets. Index Exchange will serve as dentsu's primary SSP and will power the NextGen algorithmic trading model using rich, real-time sell-side audience signals. Chalice will provide platform-independent AI bidding agents that deliver transparent, customised models for client business goals. The collaboration moves AI decisioning into the SSP environment, allowing buyers to run custom algorithms against granular audience signals before bid requests. Next Gen AI will enable faster decisioning, curated supply paths, deeper data insights, and advanced performance measurement for clients.

Read at Exchangewire