Built On OpenX: How Chalice AI Drove 67% Lower CPMs
Chalice AI’s Ali Manning explains how bringing AI modeling directly into the exchange with OpenXBuild delivered 67% lower CPMs at a 20% higher high-value action. See what real-time intelligence in the supply path looks like for advertiser results.
Transcript
Their CMO, Sean Gilpin, just came out saying custom valuations has led to Hyundai having 67% lower CPMs at a 20% higher high value action. So we're Chalice AI. Me, create [music] AI models on the best available data for an advertiser to predict their precise value in the right moment, on the right content, [music] I'm in front of the right consumer so that they pay the right price and with that they get much more effective reach. We've been able to run those AI models in DSPs [music] and other platforms, but they're those models have been limited in terms of size and scope. OpenX is built on the IAB's agentic real-time framework, which allows advertisers and companies to build bidding agents directly in the SSP and what's called a container. And that just allows so much more horsepower for bringing AI modeling and intelligence directly into the bids so that you pay the right price for the right consumer. [music] Across a swath of clients, we've seen lower CPMs for high quality inventory because we're able to find more deals on impressions by moving from shared shared technology where all the AI modeling is kind of built for all of those advertisers at once and by modeling just on Hyundai's for their consumer, you find just better matches of the predicted customer at the right price. And you get [music] better results. I think a product really starts with the people. And I just think OpenX [music] has an incredible team, including and especially the leadership team. And we as an early stage company need to make really strategic decisions about who to partner with. And we found that OpenX like the juice is worth the squeeze there. [music]