Adam Heimlich has worked in the media business for over 25 years. He started in newspapers and switched to digital when it was new. Currently, Adam is CEO of Chalice Custom Algorithms, which provides tools for advertisers to write their own rules for their bidding platforms. For most of his career, Mr. Heimlich was a leader of agency media-buying teams in search, social, and digital display. Mr. Heimlich founded and led the programmatic trading desk at the largest independent agency, Horizon Media.