inPowered AI and Equativ on Containerization and Sell-Side Decisioning | Cannes 2026 Algorithmic optimization in programmatic advertising has always lived on the buy side. DSPs run the models, make the decisions, and optimize toward outcomes — but they do it on a throttled subset of available inventory, never the full picture. Containerization is the technology that changes that equation, moving custom AI decisioning upstream to the supply side and giving advertisers access to every impression in an SSP environment, not just the ones that make it through. At Cannes Lions 2026, AdExchanger Editorial Director Sarah Sluis sat down with Pirouz Nilforoush, President and Co-Founder of inPowered AI, and Mike Sadicario, Enterprise Media Partnerships at Equativ, to define containerization, explain what the ipowered AI-Equativ partnership enables, and lay out what it means for the architecture of the programmatic supply chain.