#United States #New York #Swivel #Joe Melaragno #Jonas Olsen

Swivel Strengthens Leadership to Enhance Ad Operations

In an era where the complexity of ad operations is continuously growing, Swivel is stepping up to bolster its leadership team. The company has made strategic appointments with Joe Melaragno as the Executive Vice President of Platform and Jonas Olsen as the Vice President of International Sales. These changes come in light of Swivel's ambition to enhance its offering for modern ad operations, particularly for Connected TV (CTV) publishers and other media platforms.

The New Faces of Swivel

Joe Melaragno is stepping into his role from Samsung Ads, where he was instrumental in scaling one of the industry’s largest connected TV advertising businesses. His extensive experience is expected to be crucial in navigating the operational intricacies that are characteristic of high-volume ad environments. Meanwhile, Jonas Olsen joins from Magnite, having led international business development efforts for SpringServe’s publisher ecosystem. Olsen's experience will prove advantageous as he focuses on expanding Swivel's presence in European markets.

Joseph Hirsch, CEO and co-founder of Swivel, emphasized that the conversation within the ad operations sphere has shifted. It’s no longer about the viability of integrating agentic systems but rather about understanding how these systems can be efficiently managed at scale. Melaragno's background in CTV and Olsen's insights into publisher ecosystems make them well-suited for leading this charge.

Ad Operations at Scale

Swivel operates as an agentic orchestration layer, facilitating automated ad sales and operational workflows. The platform is already optimizing thousands of campaigns daily, ensuring that performance meets operational guardrails set by human teams. In recent months, Swivel has facilitated transactions for several media organizations, including TelevisaUnivision and LG Ad Solutions. A landmark moment for the company came in October 2025 when it completed the advertising industry's first agent-to-agent media transaction utilizing the Ad Context Protocol.

Melaragno's strategic focus will revolve around maximizing the adoption and growth of Swivel's technologies among its enterprise clients. He will lead the client services team in rolling out Swivel's seller agents to publisher sales units, which is pivotal for scaling operational infrastructure that supports automating ad transactions. He understands that effective implementation goes beyond just technology—it depends on operational structuring, training, and performance monitoring.

As he articulates, the challenge lies in managing operational complexities and ensuring that the organizations leveraging agentic systems aren't merely keeping pace but are ahead of the curve. “The publishers who get this right are going to enjoy a real competitive advantage,” Melaragno stated, reflecting on the intense competition in the advertising space.

Olsen's role as Vice President of International Sales will require him to engage with various European streaming publishers and media owners. Drawing upon his thorough understanding of the programmatic supply chain and SSP environments, he plans to carve out a substantial international footprint for Swivel. The urgency for simplifying operations while scaling execution is prevalent, and Olsen sees Swivel’s solutions as highly relevant. “The conversations in Europe mirror those happening in the US,” he notes, indicating a universal trend towards operational efficiency.

As the integration of agentic systems in advertising evolves from experimental phases to widespread adoption, Swivel is committed to equipping media companies with the necessary expertise and infrastructure to leverage these capabilities for significant operational advantages. The leadership changes underscore Swivel’s readiness to respond to the dynamic landscape of advertising technology and operational needs.

About Swivel

Swivel is the execution layer for ad operations designed specifically for the sell side. The technology transforms operator intent into coordinated actions while managing campaign adjustments across various connected platforms. By streamlining fragmented workflows, it aids leading streaming publishers and video platforms in optimizing their operations and scaling efficiently. For more information, visit Swivel's official site.