SWYM.AI, a next-generation AI platform transforming how agencies connect data, supply, and outcomes announced a 57% CPA reduction for a major health and wellness brand in partnership with OpenX, one of the world’s leading omnichannel supply-side platforms, and Butler/Till, the leading independent, women-led, employee-owned marketing agency. The partnership streamlined execution by pre-selecting high-quality inventory before it reached the DSP.

A leading health and wellness brand with more than 1,000 locations nationwide needed to improve media efficiency in 18 high-priority US markets, with Cost per Action (CPA) as the primary KPI performance metric. To meet this challenge, Butler/Till partnered with SWYM.ai and OpenX to build a smarter, AI-powered media decisioning and activation that delivered national reach with local precision. 

Rather than optimise after the fact as most platforms do, SWYM introduced a new kind of decisioning layer — one that shapes supply and dynamically evaluates inventory before the bid.

SWYM’s approach used real-time feedback, continuously incorporating buy-side performance and audience data to refine supply path selection in near real-time in each of the 18 target markets. This intelligent curation happened upstream, while OpenX’s robust quality controls ensured high-quality, transparent inventory activation downstream.

The solution was deployed as intelligent deals via OpenXSelect™, a next-generation curation and supply-side targeting platform that provides brands and agencies with unprecedented control over inventory quality. The platform utilises OpenX’s industry-leading identity graph to effortlessly scale targeted campaigns across all screens, streamline workflows, and improve performance. 

By combining local expertise with AI-powered supply shaping, the campaign delivered significant gains:

• 57% lower CPA (Media): Across the 18 markets, post-SWYM CPA was 57% lower — with results improving over time as the system learned from live feedback.
• 20% lower CPC: Click performance improved as well, with CPCs 20% lower than non-SWYM media.
• Less manual optimisation: Upstream curation meant fewer wasted impressions and less need for reactive adjustments.

"The combination of hyper-local expertise, intelligent automation, and clean, premium supply drove measurable results at the local level, in-market, for real consumers. Our partnership with SWYM.ai and OpenX shows that AI-driven media buying that happens before the bid translates into faster campaign launches and more predictable performance outcomes, giving our clients access to higher performance," said Scott Ensign, chief strategy officer, Butler/Till. 

"This is about making supply-side decisions smarter. SWYM.ai applies AI at the source, using OpenX’s identity graph and premium inventory, so Butler/Till’s client can run more effective campaigns," said Brian Chisholm, SVP, strategic partnerships at OpenX.

"SWYM’s partnership with Butler/Till and OpenX delivered improved performance across 18 markets on targeted, premium inventory," said Andrew Altersohn, president and co-founder at SWYM.ai. "When brands get direct access to inventory at the source, they get more of what they want, supercharging campaign outcomes."