New Balance

How New Balance Slashed Cost Per Site Visit by 75% with Sell-Side AI

75%

Reduction in Cost Per Site Visit

32%

Improvement in Performance

The Challenge

Despite a strong digital presence, New Balance was struggling with a rising cost per site visit. CPSV was coming in at 40% above their target benchmark. The digital marketing team needed a way to drive traffic efficiently without compromising on either quality or reach.

The Turning Point

New Balance partnered with inPowered AI to take a more intelligent approach. Instead of relying on traditional media buying strategies, they tapped into log-level DSP data to train a custom AI model. This model was specifically designed to lower their traffic costs and was hosted in Index Exchange.

The model went beyond surface-level segmentation. It used dozens of signals including time of day, browser type, OS version, and location. The AI model had unthrottled access to every impression, giving it the power to predict in real time which impressions were most likely to drive high-quality traffic.

When the model identified high-potential impressions, it stamped them with a unique deal ID, giving New Balance’s campaigns a powerful edge in programmatic efficiency.

The Takeaway

Sell-side AI with decisioning at the impression level delivers unsurpassed results. When scale meets AI-powered intelligence, performance follows. This partnership shows that custom AI PMPs aren’t just smarter, they’re transformative for brands seeking efficient, data-first growth.