Index Exchange Inc. and Chalice AI, one of the world's largest independent supply-side platforms (SSPs), have entered into a strategic partnership with Dentsu's media practices. The companies form the core of Dentsu's Nextgen initiative. This is a company-wide transformation designed to evolve core capabilities through data, modularity and AI.
This partnership is a major milestone in the evolution of Dentsu's program ecosystem, with index exchange becoming a major SSP partner across major European markets. The index powers Dentsu's NextGen algorithm trading model. This utilizes real-time audience signals available from the seller side. It combines with a set of platform-independent AI bidding agents powered by Chalice to provide a transparent, customized AI model for clients to achieve their business goals.
This partnership moves Dentsu's AI decisive power within an SSP environment, allowing agents to gain key positions in the industry-wide adoption of signal aggregation and modeling on the seller. This new transformation allows buyers to apply custom algorithms to granular, high value audience signals before bidding requests are sent. Through this partnership, Dentsu's media practices will launch the next Gen AI. This allows faster decision-making, access to high-quality curated supply paths, deeper data insights, and clients' more sophisticated performance measurement strategies.
“If you can make decisions at the page level, you can unlock the new layer precisely,” said Freddie Turner, Managing Director, Chalice AI EMEA. “That's the promise of this partnership: faster, smarter, more accountable media.”
“As agencies are further leaning towards AI-powered sell-side decision-making, they are demanding smarter, transparent supply paths and stronger control over how media is delivered and measured.” “Dentsu Emea is leading its evolution with a bold new strategy to optimize audience distribution and media performance at scale. We are proud to play a key role in helping them realize that vision.”
The partnership also sees Chalice's expertise in leveraging indexes by Dentsu to see Scaled Innovation, custom bidding strategies, quality media and premium audience delivery. Companies aim to redefine the role of the supply side in modern media purchases, offering Dentsu's commitment to applying market-leading AI capabilities to enhance their clients' competitive advantage.
“This partnership is a fundamental step in building next-generation program capabilities that are consistent with the broader next-generation transformation,” said Nicholas Halas, head of product at Global Amplifici at Dentsu EMEA. “Chalice's advanced decision-making technology and index-scaled infrastructure allow us to create a more intelligent, transparent, and value-driven media supply chain for our clients.”
