Butler/Till is moving past this approach by pushing curation upstream, deciding what inventory should even be allowed into the auction rather than relying on DSP-side filters to clean things up downstream. That shift runs through SWYM.AI 's SelfCurate platform, which gives the agency's traders direct, self-serve control over supply before it reaches the DSP. Instead of bundling fixed lists they can dynamically score, filter and assemble inventory from a defined set of SSPs as campaigns run - producing a smaller, more intentional bidstream not because DSPs are being asked to "do better" but because fewer, higher-quality impressions are permitted into the marketplace to begin with.