Chalice AI
Chalice AI builds platform-independent custom machine learning models that enable enterprise brands and independent agencies to optimize digital ad campaigns against business outcomes across programmatic, social, and emerging agentic supply chains.
- Company typePrivate
- Founded2020
- HeadquartersNew York, United States
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What Chalice AI does
Chalice AI (operating as Chalice Custom Algorithms, LLC) is a New York-based, privately held ad-tech company founded in 2020 that builds platform-independent custom machine learning models for digital advertising. The company trains models on advertiser-chosen data and measurement frameworks, optimizing campaigns against business outcomes rather than proxy metrics, and operates by predicting impression value rather than user-level tracking, enabling cookieless targeting. Its product surface is organized around three core modules — CurateAI (contextual targeting, quality scoring, and dynamic pricing), AI Audiences (audience expansion on Meta, YouTube, and other social platforms via LLMs), and Chalice PMPs (transparent page-level bidding using LLM-based page content analysis) — supplemented by Growth Scored Audiences (household-level predictive scoring) and a custom bidding agent developed within IAB Tech Lab's Agentic Real Time Framework (ARTF).
The commercial model is enterprise sales-led with quote-based, undisclosed pricing, annual billing, and white-glove model-building support. Chalice targets two primary segments: enterprise consumer brands across CPG, automotive, pharmaceutical, real estate, gaming, e-commerce, retail, and financial services, and independent advertising agencies seeking transparent, platform-independent AI. Disclosed customers include Hershey, Hyundai, Bayer, Zillow, Genesis, HP, DraftKings, Shutterfly, and others, with case studies reporting outcomes such as 20% reduction in cost per high-value action, 67% decrease in CPMs, 28% reduction in CPA, and 10X paid user sign-ups. Distribution is anchored by direct enterprise sales augmented by technology integrations with OpenX, PubMatic (including the AgenticOS / Decision Fabric containerization layer on ARTF), and LiveRamp.
Chalice describes itself as a rapidly growing early-stage company backed by industry investors and led by co-founder and CEO Adam Heimlich, CTO Joseph Wilson, and COO Ali Manning. The company has positioned itself as an early participant in emerging agentic-programmatic standards through IAB Tech Lab's ARTF and Model Context Protocol work, with marketing channels including case studies, white papers, the AdTech AdTalk podcast, and CEO-led educational content. No specific revenue figures, funding totals, or institutional investors are disclosed in the available input data.
Chalice AI firmographics
Firmographics- Name
- Chalice AI
- Legal name
- Chalice Custom Algorithms, LLC
- Website
- https://chalice.ai
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Chalice AI builds platform-independent custom machine learning models that enable enterprise brands and independent agencies to optimize digital ad campaigns against business outcomes across programmatic, social, and emerging agentic supply chains.
- Ownership category
- akta.pro rank
Chalice AI industry classification
Industry- Product category
- Advertising Technology
- NAICS
- Software Publishers (5132)
- SIC
- Services-Computer Integrated Systems Design (7373)
- akta.pro primary industry
- Search, Discovery & Ranking Personalization (HDAAAGAE)
- akta.pro secondary industries
- Media & Content Personalization (News, Video, Music, Podcasts) (HDAAAGAB), Personalization, Testing & Conversion Rate Optimization (CRO) (BPAFAFAG)
Keywords
Where Chalice AI is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Chalice AI business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure
Revenue model
- Custom Algorithm/AI Software Licensing: Chalice provides custom AI software that advertisers use to optimize their ad buying strategies. The software is configured to advertiser-specific outcomes and measurement, with models deployed in the advertiser's platform of choice. Revenue appears to come from licensing custom algorithmic capabilities to enterprise brands and agencies.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Annual | Enterprise custom AI solutions |
Go-to-market motion2 records
Distribution channels1 record
Marketing channels6 records
Chalice AI product offering
Product offeringCore offering
Chalice AI builds platform-independent advertising AI software that creates custom machine learning models trained on each advertiser's chosen data and measurement frameworks. The software predicts impression value rather than tracking users, enabling cookieless targeting, contextual targeting, quality scoring, dynamic pricing, and audience expansion on Meta, YouTube and other social platforms.
Product overview
Chalice AI is a platform-independent advertising AI company offering a unified product architecture centered on custom AI models that drive measurable business outcomes with full transparency. The platform consists of three integrated modules: CurateAI for contextual targeting, quality scoring, and dynamic pricing; AI Audiences for social platform reach expansion; and Chalice PMPs for page-level bidding with transparency. All modules leverage LLMs and are deployed across the advertiser's platform of choice, working with their preferred measurement and data partners. The architecture supports cookieless environments through impression-value prediction rather than user-based tracking.
Differentiator
Problem solved
Functional benefit
Products and services
- CurateAI AI module that elevates contextual targeting, quality scoring and dynamic pricing by wrapping them into one AI model pointed at the advertiser's choice of KPI. Uses LLMs to read full page URL and content to predict contextual value, enabling real-time curation for quality, outcomes, or both. Built for enterprise brands and agencies.
- AI Audiences AI-powered audience expansion feature that identifies untapped consumers who hold unexpected value for the advertiser's business. Deploys secure LLMs to reveal hidden connections for expanded reach with accuracy on Meta, YouTube, and other social platforms, designed for enterprise advertisers.
- Chalice PMPs Page-level bidding solution providing transparency for real-time curation based on quality, outcomes, or both. Scores each page on ad experience, user experience, and contextual value using LLM analysis of full page content, enabling transparent private marketplace transactions for advertisers.
Quantifiable outcome
- 20% reduction in cost per high-value action
- +10 more outcomes
Companies that use Chalice AI
Customer profileNamed customers10 records
Segments2 records
Ideal customer profiles2 records
Chalice AI technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration6 records
AI capability5 records
Feature6 records
Chalice AI partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core.
- OpenXcorePartnership to enable AI-powered curation across high-quality video inventory, integrating Chalice's custom AI models into OpenXBuild's real-time bidding infrastructure. Allows advertisers to deploy custom bidding agents directly within OpenX's supply environment for impression-level decisioning at the supply layer.
- PubMatic Decision FabriccoreChalice AI is one of four initial piloting partners for PubMatic's Decision Fabric containerization layer built on AgenticOS. Chalice's decisioning algorithms run inside PubMatic's auction infrastructure on live bidstream signals to improve campaign targeting and inventory optimization. Platform uses IAB Tech Lab's ARTF open containerization protocol.
- LiveRampcoreLiveRamp partnership for AI-powered marketing capabilities, enabling marketers to personalize AI-powered searches and connect custom audiences on Meta and YouTube. AI connections add connectivity to LiveRamp's global ecosystem for better personalization across devices and channels. Vision discussed at Advertising Week New York 2024.
- LiveRampcoreStrategic partnership to make Chalice Growth Scored Audiences available directly within LiveRamp's ecosystem. Enables LiveRamp customers to activate audiences powered by individualized predictive scoring across US households, shifting marketing targeting from similarity-based modeling to outcome-driven intelligence. Collaboration highlighted at LiveRamp's RampUp conference.
- PubMaticcorePartnership to advance interoperability across emerging agentic frameworks in programmatic advertising. PubMatic became the first independent ad tech company to connect Model Context Protocol (MCP) infrastructure with Chalice's custom bidding agent developed within IAB Tech Lab's Agentic Real Time Framework (ARTF). Integration powered by PubMatic's AgenticOS platform.
Scale indicators3 records
Recent moves5 records
Expansion highlights6 records
Chalice AI competitors and assessment
Company assessmentOthers
- LiveRamp: LiveRamp is a data connectivity platform and strategic partner that distributes Chalice Growth Scored Audiences. Acts as both a partner and adjacent competitor in audience data and identity resolution for outcome-based marketing.
Direct peers
- Scibids (DoubleVerify): Scibids provides AI-powered programmatic campaign optimization through custom bidding algorithms. Acquired by DoubleVerify in 2023; directly comparable to Chalice's custom bidding approach and was a pioneer in algorithmic bid optimization before acquisition.
- GumGum: GumGum applies contextual AI and computer vision for advertising targeting and brand safety. Competes with Chalice's CurateAI on contextual intelligence and page-level analysis, though GumGum's offering is broader and more vertically integrated into supply.
- Peer39 (Oracle): Peer39 provides contextual intelligence and brand safety for programmatic advertising, now part of Oracle Advertising. Direct competitor in pre-bid contextual targeting and page-level analysis, with comparable cookieless targeting capabilities.
- Albert: Albert (formerly Albert Technologies) operates an autonomous AI marketing platform that optimizes cross-channel campaigns. Direct competitor offering outcome-driven AI for enterprise brands with a similar custom-model philosophy, though more autonomous and self-service oriented than Chalice.
- Cognitiv: Cognitiv provides custom deep-learning AI for programmatic advertising and audience targeting. Direct competitor in custom AI models for advertisers, with similar enterprise-focused go-to-market and emphasis on algorithmic optimization against brand KPIs.
- Pixability: Pixability uses AI to optimize video and YouTube advertising campaigns. Comparable in AI-driven audience expansion on walled-garden platforms (Meta, YouTube) and similar enterprise customer base of consumer brands seeking measurable outcomes.
Broad incumbents
- DoubleVerify: DoubleVerify is a leading ad verification and measurement platform with AI-driven brand safety and contextual classification. Broad incumbent with comparable contextual intelligence capabilities, now expanded via Scibids acquisition into Chalice's bid optimization space.
- The Trade Desk: The Trade Desk is the largest independent DSP with significant AI investments (Kokai) and outcome-based optimization capabilities. Broad incumbent that overlaps with Chalice's curation and bid optimization features but as part of a much larger buying platform.
Emerging players
- Vidora: Vidora provides machine learning for marketing prediction and personalization, including customer lifetime value and propensity modeling. Comparable in custom-model deployment philosophy but focused more on CRM/martech than programmatic advertising.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
Chalice AI social profiles
Digital presenceChalice AI financial estimates
Financial estimateRevenue estimate
Valuation estimate
Chalice AI leadership team
Management profileNumber of profiles
Profiles3 records
Chalice AI funding detail
Funding detailFunding overview
Funding rounds1 record
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Chalice AI M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Chalice AI
What does Chalice AI do?
Chalice AI builds platform-independent advertising AI software that creates custom machine learning models trained on each advertiser's chosen data and measurement frameworks. The software predicts impression value rather than tracking users, enabling cookieless targeting, contextual targeting, quality scoring, dynamic pricing, and audience expansion on Meta, YouTube and other social platforms.
Is Chalice AI a public or private company?
Chalice AI is a private company. It is classified as venture growth investor backed and is currently operating.
When was Chalice AI founded?
Chalice AI was founded in 2020. It employs 11 to 50 people.
Where is Chalice AI based?
Chalice AI is headquartered in New York, United States, in the North America region.
How does Chalice AI make money?
One revenue line is on record: custom Algorithm/AI Software Licensing.
Who are Chalice AI's main competitors?
LiveRamp is listed as an others. Direct peers are Scibids (DoubleVerify), GumGum, Peer39 (Oracle), Albert, Cognitiv and Pixability. Broad incumbents are DoubleVerify and The Trade Desk. Vidora is listed as an emerging player.
Does Chalice AI have an API?
No public API is recorded for Chalice AI.
What industry is Chalice AI in?
Chalice AI's product category is Advertising Technology. Its primary akta.pro industry code is HDAAAGAE, Search, Discovery & Ranking Personalization, with a secondary code of HDAAAGAB, Media & Content Personalization (News, Video, Music, Podcasts). Its NAICS code is 5132 and its SIC code is 7373.