Chalice

59A develops brand algorithms by looking at both online and offline data points to determine who to reach and where to target them.

argue the Outcomes Era is already fading, writes Joe Zappa. But the evidence suggests the opposite. The Outcomes Era isn’t receding; it’s accelerating.

The founders of six AI startups offer insights on the founding journey and what problems their companies are solving.

The IAB Tech Lab’s latest framework proposes new standards for containerization and sets the stage for a fully agentic media buying process.

Zillow is the pilot brand advertiser to test a new programmatic buying strategy known as containerized RTB. The strategy embeds the DSP or ad-buying platform intelligence, in this case the startup Chalice Custom Algorithms, within the SSP, which is Index Exchange.

Chalice integrated with Index Exchange, and it’s not a typical partnership. Plus, Microsoft will be moving on from its retail media platform Promote IQ.

As Omnicom’s $835 million acquisition of commerce specialists Flywheel Digital attests, commerce media is flush. Then, why the most sophisticated and data-rich programmatic marketers are intrigued by custom algorithms.