Chalice

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.