Swivel is positioning itself at the forefront of a major shift in digital advertising operations, unveiling a redesigned brand identity, fresh website experience and new platform capabilities that signal what it calls the beginning of the agentic era for the sell side. The company views this moment as a defining step toward more intelligent automation across the systems that support campaign delivery, optimization and revenue performance for publishers.
Swivel was created to help publishers move from manual coordination to a more fluid model in which strategy can be converted into real time action. Its updated brand identity is designed to show how insights and instruction can flow across multiple environments at once, connecting the many systems that shape a single advertising outcome. Joe Hirsch, CEO of Swivel, described the goal as changing the role of technology in advertising performance. He said, “Ad ops has always been about people managing systems. Swivel is building systems that work for people, translating strategy into coordinated action in real time.”
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The new visual identity arrives at the same time as a major product expansion that underscores the companys belief in agentic operations. Central to this advancement is Swivels seller agent which recently took part in the very first agent to agent media transaction at the introduction of the Ad Context Protocol. The seller agent acts as the decision making layer on behalf of the publisher, applying business rules and commercial priorities and then carrying out the required actions under human supervision. This approach is seen as an entirely new standard for the way sell side teams operate.
To amplify these capabilities, Swivel is introducing intelligent tag matching technology. The feature uses artificial intelligence to automatically align campaign information between systems, eliminating a routine task that often slows down operations. According to the company, this improvement alone can reduce work time by as much as 90 percent. Swivel has also added natural language prompting across the platform so that teams can issue instructions, surface analytics or trigger workflows simply by using conversational language rather than manual configuration.
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The benefits of the platform are already being demonstrated across major television and streaming brands. Companies that have deployed agentic orchestration are experiencing accelerated performance, lower operational burden and increased revenue generation. LG Ad Solutions, for example, began with the intention of removing manual coordination that held up campaign launches. Within a short period, the system was supporting more than half a million automated actions. That pace has increased to more than six million actions today which has saved the team more than twenty five thousand hours of manual labor. Other companies across the connected television industry have seen significant gains as well, including multimillion dollar revenue lifts in the early months of platform adoption. Telly saw orchestrated tasks quickly scale into the hundreds of thousands, showing that automations can be rapidly expanded when industry agents are working at scale.
Swivel is also helping define the standards that will govern this new era. As a founding member of the Ad Context Protocol initiative, the company is contributing to the rules of interoperability that allow agent based systems to communicate and transact without friction. By completing the first live transaction between two automated agents, Swivel demonstrated that the model is no longer theoretical and is already producing viable commercial outcomes. Frans Vermeulen, President of Swivel, described the mission ahead by saying, “We have been building toward this moment from the start. Agentic systems are reshaping how the sell side operates bringing speed, intelligence, and coordination at a scale the industry has never seen. Swivel’s role is to lead that transformation and make it tangible for every partner we work with.”
Through real world deployments, an expanded platform and a sharpened brand vision, Swivel sees itself as the company defining how publishers will grow in the age of fully agentic advertising operations.
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