Swivel Wins 2026 AdExchanger Award for Agentic Platform Innovation

NEW YORK, Sept. 29, 2026 /CourierPR/ -- The award was announced at the AdExchanger Awards Gala on September 28 during Programmatic I/O New York.

Swivel's founders, who have spent their careers building ad serving infrastructure for premium video publishers, started the company after observing that existing systems limited what publishers could sell. In the realm of connected television (CTV), the products with the most value often require the most coordination to execute. Swivel's agents take on this coordination, freeing publishers to sell more of their most valuable inventory.

By late 2025, agents existed on both sides of the transaction with no shared way to reach each other. Swivel co-founded the Ad Context Protocol (AdCP) in October 2025 alongside Scope3 (now Apostra), Yahoo, Optable, PubMatic, and Triton Digital, then put the standard into production immediately. At the launch event, Hirsch and Scope3 Co-founder Emma Mulitz completed the industry's first live agent-to-agent media transaction, with agents carrying the workflow from buyer brief through campaign execution.

Live campaigns with other buyer agents and real advertiser budgets followed. In December 2025, Swivel and PurePlay ran a fully agentic CTV holiday campaign for a national retail brand that took an activation historically requiring days of coordination down to under one hour, an estimated 70% reduction in workflow time. The campaign drove a 6% lift in retail foot traffic attributed to the buy. In April 2026, Swivel and Olyzon connected a third buyer agent to Swivel's seller agent for a campaign supporting Pierre Fabre's Avène brand, and the two companies have continued transacting through that connection since.

Swivel's seller agent interprets buyer briefs, builds and prices media plans within publisher-defined rules, routes them for approval, and carries approved plans through trafficking, creative matching, and delivery. It allows publishers to scale the custom packages, sponsorships, guaranteed campaigns, and other differentiated products that have historically required the most human coordination to sell.

The industry has spent the last year asking whether autonomous agents could complete a media transaction. Swivel's publishers have moved on to a bigger question, which is how much of the business agents can run, and every subsequent campaign expands the answer.