Swivel—the company positioning itself as the orchestration layer for modern ad operations—is stepping into a new era. The company has rolled out a fresh brand identity, a redesigned web experience, and a suite of new agentic capabilities that bring its long-stated vision for sell-side automation closer to reality. And if the early results from major TV and streaming publishers are any indication, the industry may be approaching a foundational shift.
Swivel’s new visual identity leans heavily into the idea of connected intelligence. Pathways, signals, and flow represent how strategy maps into execution—an apt metaphor for a company built to translate human intent into system-level action.
“Ad ops has always been about people managing systems,” said CEO Joe Hirsch. “Swivel is building systems that work for people, translating strategy into coordinated action in real time.” It’s a sharp reframing at a time when publishers face unprecedented pressure to automate without losing control.
Bringing Agentic Systems to Life
The launch accompanies an expansion of Swivel’s platform, headlined by its seller agent—the same technology that powered the first agent-to-agent media transaction under the Ad Context Protocol (AdCP) last month. That milestone wasn’t just symbolic; it showed that autonomous, interoperable systems are no longer theoretical.
Swivel’s seller agent acts as a domain-specific operator on behalf of publishers. Using agentic logic, it interprets human goals and executes continuous, coordinated actions across campaign creation, optimization, and analysis. Humans still define boundaries and review critical decisions, but the system handles the high-volume operational work.
To support this deeper automation, Swivel introduced several new tools:
- Intelligent tag matching: AI automatically maps campaigns across systems, reducing one of ad ops’ most notorious workflow bottlenecks and reportedly saving teams up to 90% of their time.
- Natural language prompting: Teams can now configure automations, surface insights, and activate workflows using plain English—effectively turning operational commands into conversational inputs.
- Swivel Optimize: The company’s yield management engine continues to serve as the backbone for real-time monetization and allocation decisions.
Together, these capabilities outline Swivel’s blueprint for a fully agentic sell-side stack, particularly for TV and streaming publishers who face mounting pressure to scale faster with fewer resources.
Proof in the Numbers
Early deployments show why “agentic orchestration” is the buzz phrase capturing the sell side’s attention. LG Ad Solutions, one of the first major adopters, saw automated tasks balloon from 500,000 to more than 6 million—amounting to over 25,000 hours of manual work eliminated.
Other publishers report similar results:
- A top CTV OEM generated $4 million+ in incremental revenue within its first quarter on the platform.
- Another large media company saw a comparable revenue lift during its early rollout.
- A major streaming network added nearly $1 million in new revenue in just six weeks.
- Telly scaled from 30,000 to more than 170,000 orchestrated tasks across 30 demand partners in a matter of months.
These figures paint a compelling picture: agentic systems aren’t just lifting efficiency—they’re impacting inventory yield, operational speed, and revenue outcomes.
Shaping the Standards of the Agentic Era
While many companies are talking about AI-driven operations, Swivel is helping formalize how they actually work in practice. As a founding member of the Ad Context Protocol (AdCP) initiative, Swivel is contributing to the standards framework that ensures agentic systems can interoperate across platforms and partners.
By powering the first live agent-to-agent transaction, the company effectively demonstrated how automated decisioning, negotiation, and execution can connect across the ecosystem without breaking existing workflows.
“Agentic systems are reshaping how the sell side operates—bringing speed, intelligence, and coordination at a scale the industry has never seen,” said Swivel President Frans Vermeulen. “Our role is to lead that transformation and make it tangible for every partner.”
The Bigger Picture
Swivel’s updated brand and capabilities arrive at a pivotal time. As the advertising industry enters the agentic era—where systems act on intent, not just instructions—the sell side is racing to rethink its operational foundation. Publishers can no longer scale with manual processes; they need orchestration engines that bridge strategy and execution at machine speed.
With active deployments, new capabilities, and leadership within the AdCP initiative, Swivel is positioning itself not merely as a tool—but as the connective tissue of next-generation ad operations.
