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. LG Ad Solutions, which operates advertising across LG’s smart televisions, has scaled from 500,000 automated actions to more than 6 million, saving over 25,000 hours of manual work. One unnamed streaming platform added nearly £800,000 in new revenue within six weeks. Another television manufacturer generated more than £3.2 million in additional revenue in its first quarter on the platform.
Removing the bottlenecks
The latest updates tackle persistent pain points. One new feature uses AI to automatically match campaign tags across different systems—tedious work that can consume hours of employee time. Swivel claims this delivers time savings of up to 90 per cent. Another lets teams configure workflows using plain English rather than technical interfaces.
“Ad ops has always been about people managing systems, we’re building systems that work for people.”
Joe Hirsch, Swivel’s chief executive.
The pitch is straightforward: streaming and television publishers often rely on multiple advertising platforms that don’t talk to each other. Swivel sits between these systems, orchestrating actions across all of them based on strategic goals set by humans.
The bigger picture
“Agentic systems are reshaping how the sell side operates—bringing speed, intelligence, and coordination at a scale the industry has never seen,”
Frans Vermeulen, Swivel’s president.
Swivel’s progress reflects broader momentum towards AI agents that actually do things rather than just recommend them. While most attention has focused on customer-facing chatbots, the less glamorous world of advertising operations might be where this technology proves itself first. The work is rules-based, spans multiple systems, and eats up significant staff time—exactly where AI automation tends to deliver.
Whether that holds true beyond early adopters remains to be seen. But for now, the companies writing cheques suggest the efficiency gains are real enough.
