Dentsu today announced a partnership with supply side ad serving platform Index Exchange and Chalice AI that’s designed to significantly enhance Dentsu’s programmatic planning and buying capabilities across Europe. 

Dentsu said that the two partners would form a core part of its NextGen initiative, a companywide transformation effort designed to evolve core capabilities via data, modularity and AI. 

Under the new arrangement, Index Exchange becomes Dentsu’s primary SSP partner across key European markets, powering the firm’s latest algorithmic trading model. Chalice will enhance the offering with a set of AI bidding agents “that offer client transparent, customized AI model to hit their business goals.” 

According to Dentsu, the new setup will enable faster decision making, access to high-quality curated supply paths, enhanced data insights and more sophisticated performance measurement strategies for clients.  

“When you can make decisions at the page level, you unlock a new layer of precision,” said Freddie Turner, Managing Director, Chalice AI EMEA. “That’s the promise of this partnership – faster, smarter, more accountable media.” 

The arrangement also lets Dentsu tap into Index and Chalice’s expertise in scaled innovation, custom bidding strategies, quality media, and premium audience delivery, the companies said.