Amplifyer, the company that connects Fortune 1000 marketers with the world’s most innovative start-ups, and Chalice, a new venture that develops and deploys bespoke algorithms for leading brands, announced a partnership that provides advertisers with a differentiated programmatic strategy rooted in growing market share, gaining competitive advantage and creating enterprise value.
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“Moving algorithmic optimization in-house provides brands with a chance to pull away from competitors that are still using commoditized tech stacks, and capture more value as machine learning and AI improve,” said Adam Heimlich, co-founder and CEO of Chalice. “Amplifyer is the ideal partner to bring our technology to market at scale in thoughtful ways that map back to real customer needs.”
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Prior to launching Chalice, Heimlich built HX, the programmatic desk at Horizon from zero to $100 million in revenue. He previously led Search and Performance Marketing at Razorfish.
Ali Manning, Chalice’s COO, led Google’s Strategy and Operations for their brand ads business. She also owned operations for Snapchat’s global ads business. “Custom algorithm service is a craft,” said Manning. “Chalice’s custom algorithms allow marketers to artfully aim the power of data and machine learning toward their unique business challenges, in better alignment with tailored strategy and creative.”