Tuesday, June 16th, 2026 – 10:28 am
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There is a potentially seismic shift happening underneath programmatic exchanges, as more ad bidders experiment with placing their AI models or decision-making algorithms in cloud-based container tech that lets those decisions happen at the SSP.
Using an SSP’s container means the advertiser gets to observe and bid on a far greater amount of total SSP supply, not just what’s rationed to their DSP because both sides of the exchange must manage the costs of processing all those programmatic impressions.
That’s the message of a containerized integration between Chalice AI, a custom bidding company, and the SSP OpenX.
