CASE STUDY | BRANDS AND AGENCIES
A Health and Wellness Brand Cut CPA by 57% With Real-Time Supply-Side Decisioning
Openx product
OpenXSelect
Partners
OpenX + Butler/Till + SWYM
KPIs
CPA, CPC
Challenge
A leading health and wellness brand with more than 1,000 locations aimed to achieve media efficiency across 18 high-priority U.S. markets using programmatic display. With each market showing unique performance and audience behavior, the challenge was to achieve precise, action-driven results at scale while accounting for local nuances.
Solution
Butler/Till partnered with SWYM.ai and OpenX to execute an AI-powered, hyperlocal programmatic strategy. SWYM’s AI-native platform used real-time feedback loops combining local campaign performance, brand safety signals, and audience targeting data to curate the most relevant, highest-performing supply path. This intelligent curation happened upstream, while OpenX ensured high-quality, transparent inventory activation downstream.
The solution required no changes to demand-side platforms (DSPs) or existing workflows. SWYM powered the creation and optimization of dynamic, curated deals, which were activated via OpenXSelect, a next-generation supply-side targeting (SST) platform.
Success in Numbers
Lower CPA across the 18 markets
Lower CPC
Fewer domains from streamlining the supply path
“OpenXSelect provided transparency and premium inventory access, which gave us greater control over campaign quality and outcomes. This eliminated the need to sift through noisy bid streams and allowed our programmatic leaders to focus on strategic decision-making rather than manual supply vetting.”
