Tag: PMP
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When AI Curates the Buy: Butler/Till’s Shortcut to Smarter PMPs
Butler/Till’s latest campaign for a financial services client didn’t just rely on traditional DSP smarts—it leaned into artificial intelligence to outmaneuver legacy ad tech inefficiencies. The agency tapped SWYM.ai’s SCaLE tool (Smart Curation and Learning Engine) to tailor Private Marketplaces (PMPs) that were more in sync with actual performance goals. The result? A 56% lift…