How Butler/Till & SWYM Reduced CPA 47% for Geloso Through AI-Powered Supply Control

Summer 2026

The challenge

Geloso Beverage Group wanted to improve the efficiency of its Clubtails open-web programmatic campaigns while maintaining scale and delivery.

Rather than simply optimizing bids, Butler/Till identified a larger challenge: the same inventory was frequently available through multiple SSPs, resellers, and overlapping PMP deals. This duplication caused campaigns to compete against themselves for the same impressions, increasing costs, reducing transparency, and weakening marketplace efficiency.

The objective was to create a cleaner, more transparent supply path that reduced duplication, simplified execution, and improved campaign performance.

The solution

Butler/Till partnered with SWYM to deploy SupplyControl™, an AI-powered supply intelligence platform that optimizes inventory before bids are placed.

Rather than determining how much to bid, SupplyControl continuously evaluates which inventory opportunities should be eligible for bidding based on supply-path transparency, SSP relationships, inventory quality, duplication patterns, and campaign performance signals.

The deployment fundamentally simplified campaign execution by consolidating an average of 15 traditional PMP deals into a single intelligently managed SWYM deal. Instead of expanding supply paths to gain scale, SWYM continuously prioritized unique, high-quality inventory while suppressing duplicate impressions before they reached the DSP.

As the campaign progressed, live performance and engagement signals continuously refined inventory selection, enabling increasingly efficient supply decisioning throughout the flight.

The results

By reducing supply-path duplication and improving inventory quality before the auction, Butler/Till and SWYM delivered measurable improvements across campaign performance, marketplace efficiency, and operational simplicity.

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