Chalice’s Tool Marries RTB With Quality Media

Chalice’s Tool Marries RTB With Quality Media

“[Chalice’s tech] opens up scale. It’s looking beyond a stagnant list,” she added.

Chalice secret sauce: Custom algorithms and metadata

Not only is the dynamism of the product unique but so are the signals.

To figure out the best mix of publishers for an advertiser, it uses the advertisers’ first-party data and log files to help pick publishers that would best help an advertiser achieve their goals: In this example, get audiences to buy green juice.

This is distinct from other curation tools, generally created by sell-side adtech, and speaks to Chalice’s core competency built over the last four years: customizable algorithms for the buy side.

“Most curation has not been for outcomes,” said Adam Heimlich, co-founder of Chalice. “So, it’s been a quality versus outcomes trade-off.”

Also new is what kind of page-level data is being considered.

Through a partnership with Sincera, Chalice can ingest metadata on the page to help select which web pages are most suited to the advertisers’ goals. This is more advanced than many curation solutions, which rely on keywords, Majmudar said. Metadata gives Chalice and its buyers access to signals like time of day, genre, and ads-to-content ratio.

The container underneath

Powering Chalice’s real-time curation is an even wonkier, programmatic innovation: the “containerization” of its algorithm.

Containerization is a computer science term that means the packaging of an algorithm so it can run on any infrastructure. In programmatic, that means Chalice’s buy-side algorithms run in the same server that sends the bid request, or the SSP’s server. What this means is programmatic bidding can happen with one less server call.

Chalice is currently integrating its containerized algorithm with SSP Index Exchange, which worked with Chalice on designing this tech. Index introduced its own curation product, Index Marketplaces, in January this year, letting partners curate inventory, (but does not curate itself).

The containerization lets buyers using Chalice bid from the whole internet and all its page-level data. Normally DSPs only bid on a fraction of available bid requests because each request is expensive and takes a lot of energy to process, so DSPs need to limit their purview.

“There’s no limit to how fancy this could be because there’s no constraints,” Heimlich said, comparing the technology to what’s been available previously. “There’s no latency constraint … and it just grants a big scale advantage.”

Chalice is also touting new lookalike audience capabilities on walled gardens thanks to a partnership with LiveRamp. Chalice creates these audiences custom for advertisers using page content and large-language models, which can be deployed as a set of open-web pages or a set of user IDs.

So far, the only client testing Chalice’s tech is the agency Canvas.



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