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Swivel Unveils a New Brand Identity and Platform to Transform Ad Operations

In an era where ad operations continuously evolve, Swivel is proud to introduce a new brand identity and an expanded platform that signifies a monumental shift towards agentic orchestration for modern advertising. This new vision not only highlights Swivel's commitment to leading the sell side of TV and streaming but also offers advanced functionalities that bridge the gap between strategic intent and operational action.

The Agentic Approach to Advertising

Designed as an orchestration layer, Swivel's platform enables advertisers to leverage cutting-edge technology for optimal campaign execution, optimization, and analysis. With a visually engaging new website that embodies this orchestration through connected pathways, Swivel allows intelligence to flow seamlessly across its ecosystem. Joe Hirsch, the company's CEO, emphasized that Swivel is committed to creating systems that empower individuals, transforming strategic insights into actionable outcomes in real time.

Enhancing the Operational Framework

The launch of Swivel’s new brand coincides with the expansion of its platform capabilities, including the introduction of the seller agent. This feature marked a significant milestone when it facilitated the first agent-to-agent media transaction during the recent launch of the Ad Context Protocol (AdCP). Swivel's seller agent operates on agentic logic, translating human intent into continuous and coordinated actions across a publisher’s infrastructure with human supervision at critical junctures of decision-making.

To streamline operations further, Swivel has introduced intelligent tag matching—a innovative AI-powered system that automatically matches campaigns across different platforms. This advancement efficiently eliminates persistent bottlenecks in ad operations, saving teams up to 90% of their time in campaign mapping and execution. Additionally, the platform now supports natural language prompting, enabling users to configure automations and activate workflows using simple, everyday commands.

Measurable Impact Across Leading Platforms

The adoption of Swivel's platform by top-tier TV and streaming publishers provides proof of how agentic orchestration can redefine sell-side operations. Notably, LG Ad Solutions piloted Swivel’s platform to tackle the inefficiencies caused by manual processes. Within weeks, its automated execution efforts expanded, initially achieving 500,000 actions and now boasting over 6 million automated tasks—conserving over 25,000 hours of manual labor.

Moreover, client success stories illustrate the power of Swivel's platform to generate remarkable financial outcomes. For instance, a leading connected TV OEM generated an impressive additional revenue of over $4 million during its first quarter with Swivel, while a major streaming network experienced a substantial revenue increase of nearly $1 million in just six weeks. This reflects how swiftly agentic orchestration can deliver tangible business value.

Shaping the Future of Advertising

As the industry transitions from concept to concrete implementation, Swivel is at the forefront, defining the operational framework of agentic systems. As a founding member of the AdCP initiative, Swivel is instrumental in establishing interoperability standards among agent-driven systems across the advertising ecosystem. The successful execution of the first live agent-to-agent media transaction through Swivel verifies the practicality and efficacy of agentic orchestration in a real market context.

Frans Vermeulen, Swivel's President, stated, "Agentic systems are transforming the operational landscape for sell-side advertising, providing unprecedented speed, intelligence, and coordination. Swivel is dedicated to leading this transformative journey and making it accessible for every partner we collaborate with."

Conclusion

With this fresh identity and active engagement in defining industry standards, Swivel is poised to lead the charge in the evolution of advertising operations within the agentic era. To explore how this new brand aligns with the future of agentic AI in advertising, visit www.swivel.ai.

About Swivel

Swivel specializes in the agentic execution layer for advertising operations, effectively turning operator intent into synchronized actions while managing campaign updates and optimizations. The platform is designed to enhance the capabilities of leading streaming publishers and video platforms, enabling them to operate efficiently and effectively at scale. For further inquiries about Swivel and its extensive suite of services, please connect at www.swivel.ai.