Swivel Ushers in Agentic Era of Ad Operations with New Brand and Platform

The advertising technology company is using "AI agents" to transform how TV and streaming publishers manage campaigns

Swivel, a New York-based company that automates advertising operations, has launched a new brand identity alongside platform upgrades that show how AI agents are starting to handle the grunt work of television and streaming advertising.

The company’s software connects disparate advertising systems and automates the routine tasks—updating campaigns, adjusting budgets, optimising delivery—that have traditionally required people clicking between different platforms. It’s what Swivel calls an “agentic orchestration layer”: AI agents that carry out instructions across multiple advertising platforms at once.

From concept to commercial reality

The timing matters. Last month, Swivel’s technology powered what it claims was the first media transaction conducted entirely between AI agents, using the newly launched Ad Context Protocol—a standard Swivel helped develop that allows different companies’ AI systems to communicate and transact.

Publishers using the platform are reporting tangible results. …