Key Takeaways:
- Chalice AI and Equativ are integrating containerized AI bidding models into Equativ’s platform, enabling real-time impression scoring, bid optimization, and outcome-based media buying.
- The partnership supports more open, interoperable programmatic infrastructure through the IAB Tech Lab’s ARTF framework, helping advertisers avoid platform lock-in.
Chalice AI is partnering with Equativ to bring containerized artificial intelligence (AI) decisioning into Equativ’s curation and activation platform.
As AI moves from experimentation into production, advertisers and agencies are seeking systems that can operate across platforms without being locked into a single environment. This partnership enables Chalice’s custom AI models to be deployed within Equativ’s infrastructure, allowing decisioning and execution to operate together within standardized, interoperable frameworks.
Through this integration, media buyers can activate Chalice’s outcome-driven AI bidding models 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 pricing, and continuously optimize toward specific business outcomes such as conversions or cost per action.
Why AI Is Key to Advertisers
The collaboration expands adoption of the IAB Tech Lab’s Agentic Real-Time Framework (ARTF) and advances the use of portable AI models across programmatic workflows.
“Equativ’s adoption of sellside decisioning under ARTF marks exactly the kind of forward-looking partnership we built Chalice to enable,” said Adam Heimlich, CEO of Chalice AI, in a statement. “When a supply-side platform deploys AI within the auction environment using an open, standardized framework, it creates real value for advertisers— not just faster decisioning, but smarter, more accountable outcomes. This is what the unbundling of programmatic looks like in practice.”
How Chalice AI, Equativ Are Expanding Previous Collaboration
The partnership builds on Chalice and Equativ’s work advancing containerized AI within programmatic infrastructure and supporting emerging standards like ARTF, which 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 decisioning can move seamlessly across platform. according to officials from both companies.
By integrating Chalice’s engine directly into the supply layer, optimization decisions can be made with high signal fidelity and at the impression level. This approach allows curation and activation to function as a unified system, improving both transparency and performance.
“Containerized AI curation fundamentally changes where intelligence sits in the supply chain,” said Curt Larson, Chief Innovation Officer at Equativ. “By moving intelligence closer to the supply through curation, buyers gain control and access to the granular, page-level signals that truly matter: how ads are laid out, how audiences actually engage, and what the environment really looks and feels like.”
