Hyundai pilot with Chalice AI and OpenX cuts CPMs 67% using ad container tech
Hyundai worked with Chalice AI and OpenX on a programmatic containerization pilot that used OpenXBuild, the SSP's new container product, to run AI decisioning and bidding logic at the supply layer in real time through OpenX's Real Time Bidstream API. Canvas Worldwide supported the campaign, helping drive AI-driven decisioning into the supply path. The pilot produced a 20% lower cost per high-value action and a 67% lower CPM than the next-best approach, according to data seen by MediaPost. Chalice AI CEO Adam Heimlich said the technology, built over five years, also supports Bayer and Zillow, and that Hyundai's results are part of a broader pattern of advertisers moving directly to AI-driven buying.
Moving bidding logic into the supply layer can cut the cost of reaching high-value viewers without requiring agencies to abandon their existing SSP relationships. Hyundai's 67% CPM reduction and 20% drop in cost per high-value action point to real savings when AI decisioning runs directly at the supply layer, closer to where inventory sits at publishers, apps and CTV networks. As IAB Tech Lab works to standardize container technology for Open RTB specs, following its early June announcement, agencies evaluating programmatic video and CTV buys should watch how many SSPs offer comparable container products, since early movers like Hyundai are already seeing measurable cost advantages.