Fueling the AI Revolution: Transforming Ad Markets into Engines of Innovation

Chalice.ai is a platform-independent AI media decisioning company that builds custom models and growth scores for US households. To succeed in their mission, Chalice relies on LiveRamp – the trusted data collaboration network for AI-powered marketing. As a LiveRamp partner and customer, Chalice uses first-party signals to create powerful, tailored audiences and activate them seamlessly everywhere consumers spend time. Their influence continues to grow as the industry shifts toward AI-powered marketing.

The Challenge

The rise of the AI era presents a major shift: Agencies and brands need secure, efficient ways to harness first-party data and fuel customized AI modeling, or they risk remaining tethered to the legacy marketing platforms.
Historically, building and activating custom models presented significant friction, limiting competitive advantage:

• Cumbersome data movement caused delays.
• Extensive manual overhead required marketers to optimize for platform-defined metrics like clicks instead of true business outcomes.
• Security vulnerabilities and blurry ROI prevented large-scale data activation.

To achieve their vision of turning ad dollars into invested growth, Chalice.ai needed a streamlined infrastructure to resolve data locally, accelerate time-to-value, and help strengthen privacy governance for their clients’ highly valuable data.

The Solution 

Chalice.ai leveraged the LiveRamp Data Collaboration Platform to bring their custom AI models to market quickly and securely.

• Embedded Identity natively in Snowflake: LiveRamp built the core connection by resolving first-party data directly within Snowflake. This minimizes data movement and accelerates time-to-value by allowing Chalice’s AI models to access and analyze client data seamlessly and securely.
  
• Secure Audience Activation: By leveraging LiveRamp’s durable, interoperable identifier RampID, Chalice securely activates their modeled audiences across all major destinations, including Meta and YouTube. This ensures maximum reach while strictly maintaining consumer privacy.
• Trusted Execution Environments: Using the LiveRamp Data Marketplace and the LiveRamp Clean Room, brands can safely license Chalice models. This provides a secure environment for advertisers to run these models against their first-party data, enabling trust and transparency at scale by maintaining complete control over their valuable assets.
  

The Results

By partnering with LiveRamp, Chalice.ai has transformed its operational efficiency and driven massive client growth, proving the power of secure, AI-fueled collaboration:

• Faster Operational Velocity: 75% reduction in time-to-launch for client audiences, now days instead of weeks
• Measurable Client Growth:‍
  
  • Generated a +23% lift in foot traffic for UPS
  • Drove a +6% new-to-brand sales lift for Bayer’s  Claritin product
  • Helped Citi achieve an estimated 60% new customer lift over their baseline