Dentsu strengthens programmatic with AI partnership
Dentsu’s Media Practice has formed a partnership with Index Exchange and Chalice AI as part of its NextGen transformation initiative. The collaboration will enhance the agency’s programmatic ecosystem by combining sell-side audience data with AI-powered decisioning tools.
Index Exchange will become dentsu’s primary supply-side platform partner across several European markets, supporting the agency’s NextGen algorithmic trading model. Chalice AI will provide platform-independent AI bidding agents, giving dentsu’s clients tailored models to achieve specific business outcomes.
By shifting AI-driven decisioning into the supply-side environment, dentsu aims to advance the adoption of sell-side signal aggregation and modelling. This approach enables buyers to apply custom algorithms to granular audience signals before a bid request is issued, creating new opportunities for precision and efficiency.
The agency will launch NextGen AI, designed to provide faster decision-making, access to curated supply paths, improved data insights, and stronger performance measurement strategies.
Freddie Turner, managing director, Chalice AI EMEA: "When you can make decisions at the page level, you unlock a new layer of precision. That’s the promise of this partnership – faster, smarter, more accountable media."
John Tigg, senior vice president of buyer development, Index Exchange: "As agencies lean further into AI-powered sell-side decisioning, they’re demanding smarter, more transparent supply paths, as well as greater control over how media is delivered and measured. dentsu EMEA is leading that evolution with a bold new strategy to optimise audience delivery and media performance at scale. We’re proud to play a key role in helping them bring that vision to life."
Through the partnership, dentsu will leverage Index Exchange’s infrastructure and Chalice AI’s advanced modelling to strengthen innovation, customised bidding strategies, and premium audience delivery. The companies aim to redefine the role of the supply-side in media buying, supporting dentsu’s commitment to client-focused AI strategies.
Nicholas Halas, head of product, Global Amplifi, dentsu EMEA: "This partnership is a foundational step in building a next-generation programmatic capability that aligns with our broader NextGen transformation. Chalice’s advanced decisioning technology and Index’s scaled infrastructure give us the ability to create a more intelligent, transparent, and value-driven media supply chain for our clients."
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