How Butler/Till, SWYM.ai, and OpenX Reduced CPA by 57% for a National Health & Wellness Brand Across 18 Markets

The challenge

A leading Health & Wellness brand with more than 1,000 locations nationwide needed to improve media efficiency — not just at the national level, but in 18 high-priority U.S. markets. Each market had unique performance patterns, competitive dynamics, and audience behaviors. Delivering scale with precision in these hyper-local environments is no small task.

The client’s goal was clear: drive real consumer actions through programmatic display advertising, with Cost per Action (CPA) as the primary KPI performance metric. But typical programmatic buying often over-indexes on broad delivery while missing local nuance — leading to inefficiencies, higher costs, and missed opportunities at the market level.

The solution

To meet this challenge, the brand turned to Butler/Till, tapping their solution built specifically to help enterprise marketers master hyper-local marketing. Backed by 25+ years of media, data, and creative expertise, Butler/Till brings the strength and scale of programmatic, search, and social — tailored for local impact.

Butler/Till partnered with SWYM.ai and OpenX to build a smarter, AI-powered media execution that delivered national reach with local precision. Rather than simply optimize after the fact, SWYM introduced a new kind of decisioning layer — one that curated supply and dynamically evaluated inventory before the bid.

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 paths in each of the 18 target markets. This intelligent curation happened upstream, while OpenX ensured high-quality, transparent inventory activation downstream.

The solution required no change in DSP or existing workflow — it was deployed via SWYM as dynamic, curated deals through OpenXSelect™, a next-generation supply-side targeting platform that provides brands and agencies with control over inventory quality. The platform utilizes OpenX’s industry-leading identity graph — covering over 237 million U.S. users — to effortlessly scale targeted campaigns across all screens.

The results

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

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This combination of hyper-local expertise, intelligent automation, and clean, premium supply drove measurable results where it mattered most — at the local level, in-market, for real consumers.

Looking ahead

For enterprise brands operating nationally but executing locally, scale and precision often seem at odds. This case proves they don’t have to be. With Butler/Till’s local marketing expertise, OpenX’s quality supply, and SWYM’s purpose-built AI decisioning platform, advertisers can now deliver high-performance programmatic campaigns tailored to local needs — without complexity or waste.

Smarter media buying starts with smarter supply. And in today’s performance-driven market, the path to better results begins not with how you bid — but with what you bid on.

Learn more about this campaign in OpenX’s case study:

https://www.openx.com/case-studies/ai-powered-precision-at-the-hyper-local-level/