Swivel Inc.

Swivel: AI to Automate Sell‑Side Ad Operations

Swivel, an ad‑tech company that launched in the US, builds AI tools to automate manual sell‑side ad‑operations tasks—such as campaign configuration, responding to RFPs, and in‑flight optimisation of RFPs—to free teams for more strategic work. In a VideoWeek interview filmed in Cannes, Ayelet Palmore, Senior Director of Marketing at Swivel, outlines the company’s thesis and says Swivel is now targeting publisher customers in Europe and is optimistic about agentic trading and AI‑driven workflows for ad sales. The piece was published on VideoWeek on 2026-07-02 and authored by Tim Cross‑Kovoor.

Meta, Pinterest and FreeWheel Push CTV for SMB Advertisers

At the POSSIBLE conference in Miami, large platforms and infrastructure providers showcased moves to bring performance advertising to connected TV (CTV). Meta is exploring ways to plug its audience demand into third-party CTV supply via partnerships. Pinterest has activated its tvScientific acquisition to enable audience-extension targeting across third-party CTV inventory (the purchase was reportedly up to $350 million). Comcast-owned FreeWheel launched a Partner Portal on April 22, 2026, allowing third-party vendors (including DanAds and Swivel) to build, test and deploy applications using FreeWheel APIs and sandbox environments. Industry commentators say these efforts aim to lower barriers for SMB and mid-market advertisers by making TV inventory more accessible, measurable and operationally usable.

CTV Is the First Test for Agentic Advertising

Connected TV (CTV) growth has amplified operational complexity for publishers because its premium, negotiated, and guaranteed deals do not map cleanly to RTB programmatic workflows. The article argues these coordination limits — manual handoffs, multi-system workflows, and static yield controls — constrain revenue and make CTV the ideal proving ground for 'agentic advertising': AI-driven buyer and seller agents that encode publisher intent, pricing rules, prioritization and approval thresholds to execute and optimize transactions across systems. Human oversight remains central, but early agentic adoption can enable consistent, governed execution, faster campaign launches, better yield management, and scalable custom packaging. The transition is expected to appear first in workflows, widening performance gaps between publishers that can automate complex execution and those that cannot.