Zillow’s latest online video campaign proves that paying more for quality can deliver better business outcomes. With guidance from the Programmatic team here at Canvas Worldwide, Zillow piloted Chalice AI and Index Exchange’s containerized RTB technology, a sophisticated approach that uses AI to evaluate quality signals and bid accordingly. The result? Smarter media buying that rewards premium content and drives performance!

The shift from static inclusion lists to dynamic AI-powered curation, allows campaigns to adapt in real time, adding high-quality sites based on granular engagement metrics. For online video, factors like ad ratio, video length, and refresh frequency are key indicators of premium inventory. These metrics help ensure ads appear in meaningful, engaging environments rather than gimmicky placements.

Zillow’s approach also supports publishers who prioritize content quality over programmatic tricks. By valuing authentic engagement and transparency, the campaign sets a new standard for how brands can use AI to elevate programmatic strategy.

Read the complete story on AdExchanger here!