Important points:
- Chalice AI and Equativ will integrate containerized AI bidding models into Equativ’s platform, enabling real-time impression scoring, bid optimization, and results-based media buying.
- The partnership supports a more open and interoperable programmatic infrastructure through IAB Tech Lab’s ARTF framework, allowing advertisers to avoid platform lock-in.
Chalice AI is partnering with Equativ to bring containerized artificial intelligence (AI) decision-making to Equativ’s curation and activation platform.
As AI moves from experimentation to production, advertisers and agencies are looking for systems that can work across platforms without being tied to a single environment. This partnership will enable Chalice’s custom AI models to be deployed within Equativ’s infrastructure, enabling collaborative decision-making and execution within a standardized, interoperable framework.
This integration allows media buyers to activate Chalice’s results-driven AI bidding model directly within the Maestro by Equativ media platform, allowing them to score and select impressions in real-time based on predicted performance, dynamically adjust bid prices, and continuously optimize for specific business outcomes such as conversions and cost per action.
Why AI is key for advertisers
The partnership will expand adoption of IAB Tech Lab’s Agentic Real-Time Framework (ARTF) and accelerate the use of portable AI models throughout program workflows.
“Equativ’s adoption of ARTF-based sell-side decision-making is truly representative of the forward-looking partnership we have built to make Chalice a reality,” Adam Heimlich, CEO of Chalice AI, said in a statement. “When supply-side platforms deploy AI within auction environments using open, standardized frameworks, they create real value for advertisers. Not only are decisions made faster, but they deliver smarter, more accountable outcomes. This is what programmatic unbundling looks like in practice.”
How Chalice AI and Equativ are expanding on their existing collaboration
This partnership builds on Chalice and Equativ’s efforts to advance containerized AI within programmatic infrastructure and support emerging standards such as ARTF that enable AI agents to operate directly within live media transactions. By deploying AI models as portable containers, Chalice and Equativ are enabling a more open and interoperable ecosystem where decisions can move seamlessly across platforms. According to officials from both companies.
By integrating Chalice’s engine directly into the supply layer, you can make optimization decisions at the impression level with high signal fidelity. This approach allows curation and activation to work as an integrated system, increasing both transparency and performance.
“Containerized AI curation fundamentally changes where intelligence resides in the supply chain,” said Curt Larson, chief innovation officer at Equativ. “By bringing intelligence closer to suppliers through curation, buyers can control and access the detailed page-level signals that really matter, including how ads are laid out, how viewers actually engage, and what the environment actually looks and feels like.”
