Chalice AI, the US-based advertising technology company, today (April 1st, 2025) announces its expansion into the EMEA market, led by Freddie Turner, former managing director of MiQ UK. This marks a significant milestone in Chalice AI's mission to revolutionise advertising with transparent, auditable, platform-independent AI for advertisers.

With extensive experience in both agency and ad tech environments, Turner brings a wealth of expertise in programmatic media, strategic growth, and industry innovation. At MiQ, she was responsible for leading the UK business, driving commercial success, and launching pioneering products across CTV and digital advertising. In her new role, she will oversee Chalice AI's EMEA operations, spearheading the company's efforts to provide advertisers with platform-independent AI solutions that prioritise outcomes, transparency, and compliance.

"The EMEA advertising landscape is at a pivotal moment, and there's a growing need for AI-driven solutions that put advertisers in control," said Turner. "Chalice AI's commitment to transparency and innovation aligns perfectly with the direction in which the industry is heading. I'm excited to lead this expansion and help advertisers unlock new levels of performance and accountability."

As part of this launch, Chalice AI have agreed a strategic partnership with Dentsu EMEA underscoring a shared vision for developing transparent, advertiser-owned AI solutions that balance both performance and governance. These partnerships are the first of several strategic alliances Chalice AI plans to establish with agencies, brands and ad tech vendors across the EMEA region.

Commenting on the partnership, Clive Record, president global partnerships and solutions at Dentsu, said “We’re excited to announce a strategic partnership with Chalice AI. Our partnership in the US has already seen us deliver incredible results for our clients, showcasing how we’re working with new technologies to drive growth in the Algorithmic Era. We’re looking forward to launching this partnership in EMEA and working with Freddie and the team, unlocking their innovative GenAI platform as a growth solution for our clients.”

Founded in the US, Chalice AI is dedicated to transforming the ad tech industry by ensuring that advertisers have full control over their AI-driven campaigns. Unlike traditional ad tech providers, Chalice AI's technology is designed to be 100% transparent, auditable, and compliant, ensuring that advertisers' data remains secure and uncompromised.

Chalice AI have developed partnerships to allow advertisers to utilise their technology across platforms. A key example is their innovative Chalice PMPs solution in partnership with Index Exchange. By using buyer data and ingesting metadata, the technology enables advertisers to apply their custom media criteria and optimisation tools across Index's inventory, dramatically improving both brand safety, scale, and performance.

‘We are delighted to see our partner Chalice AI expand its global footprint to the EMEA market. By integrating their advanced optimisation tools within our SSP, targeting, and optimisation is applied across Index Exchange’s premium inventory, delivering broader choice and sharper controls for advertisers. This can all be achieved by targeting a single deal ID, making it easy for buyers to benefit from this innovative new technology. Chalice AI’s commitment to transparency and efficiency matches our mission in market, and we look forward to seeing the impact they will make in this region’, said Cadi Jones, SVP, Europe, Index Exchange

Adam Heimlich, CEO of Chalice AI USA, added: "Expanding into EMEA markets is a strategic step for Chalice AI, and there's no one better than Freddie to lead this charge. Her track record in driving business growth, fostering innovation, and delivering value to advertisers makes her the ideal leader for our EMEA operations. We are thrilled to have her onboard as we bring Chalice AI's philosophy and solutions to a new market."

Ali Manning, chief operating officer of Chalice AI USA, commented: "The EMEA expansion comes at a time when advertisers are demanding greater accountability from their technology partners. Chalice AI's entry into the EMEA market aims to provide brands and agencies with a trusted alternative to traditional opaque AI models, ensuring that they remain in control of their advertising investments, and Freddie is the perfect partner to introduce our offering to this market."