Swivel

This conversation kicked off our summer. And in a lot of ways, it ended up defining it. Back in Cannes, Joe sat down with FreeWheel's David Dworin and Marketecture Media's Jackelyn Keller to talk about what open platforms and APIs are doing to the architecture of TV advertising. We've spent the summer going deeper on exactly that with FreeWheel, working out how our two platforms connect, how work moves between them, and what becomes possible when they open up to each other. A good conversation to revisit as summer winds down ⤵️

We're thrilled to be named a finalist for the 2026 AdExchanger Awards in the AI Innovators category! Agentic advertising has moved beyond experimentation. Agents are executing real workflows, and we're proud to be helping lead that shift. It's exciting to see Swivel recognized alongside the other innovators moving the industry forward. We can't wait to hear the results on September 28 at Programmatic I/O New York. See the full finalist list here: https://lnkd.in/ey8TPV4i

Swivel is running live buys via AdCP 3.1 today. Here's what one of those buys actually looks like: a buyer agent discovers real inventory, negotiates terms directly with the publisher's Seller Agent, and closes the deal, all over one shared protocol. That's the handshake AdCP was built to make possible. Walk through one here: https://lnkd.in/ghDdjch8

Frans Vermeulen was at Beet.TV Beet Retreat Berkshires last week discussing the future of orchestration one morning and cosplaying as Max Verstappen one afternoon. Both were a great success. Thank you to Andy Plesser, Phil Ardizzone, Kristy Bauer, and Tameka Kee for making this a great event. We'll be back! #BeetBerks

Europe, you're in good hands. We're excited to welcome Jean-Franc Aubert to Swivel. Apparently Jean-Franc started his ad tech career mopping up a roof leak in Piccadilly Circus. Over a decade later, he’s helped major broadcasters across Europe navigate complex implementations, industry upheaval, and the daily realities of making ad operations work. That combination of experience, judgment, and willingness to get stuck in is exactly what we want as we build closer relationships with customers across the globe. Welcome, Jean-Franc Aubert!

⏱️ An RFP lands in your inbox. The buyer also sent it to ten other sellers. Most of the time it takes to respond goes to digging through your own catalog for inventory with the right audience, real availability, and a CPM that works, before you can write a word back. On Brief is our interactive demo of a seller agent at work. If you've ever watched someone do this against the clock with a spreadsheet, you already know what it's worth. It runs the same whether there's a buyer agent on the other end or a human answering email. You don't have to wait for the rest of the industry to catch up to use it. 🖱️ Try it yourself: swivel.ai/onbrief

🏎️ 🏎️ Thanks for a great afternoon at Lime Rock Park! #beetberks

The real advantage in agentic advertising is inventory an agent can understand. Agents can't use knowledge trapped in someone's head, buried in a rate card, or reconstructed through email. They need clear, machine-readable answers to a short list of questions. What is the product? Who is it for? What does it cost? What makes it valuable? What are the constraints? What can be measured? Answer those and a seller agent can match a brief, build a proposal, apply your pricing rules, and move the deal forward in minutes. Leave them unanswered and the workflow stops exactly where it always has: with a human translating. Most catalogs still read like they were written for a buyer with time to ask follow-up questions. What a real product description needs, how to structure a catalog so any evaluator can act on it, and how to keep it that way as the business evolves is below. Read our guide on ad product design for your enterprise here: https://lnkd.in/gV82Qb5D

Swivel is proud to sponsor Beet.TV Beet Retreat Berkshires next week. Our president, Frans Vermeulen, will speak on Wednesday's panel "From Fragmentation to Orchestration." Talk about staying in our lane. We're also sponsoring the kart racing activity, which is very on brand for a company built around speed, coordination and control. 🏎️ From panel to podium: see you there.

Agentic execution is moving into the core of premium video operations. In a new Q&A with FreeWheel, Swivel President Frans Vermeulen breaks down our Partner Portal integration. Publishers already have the signals: monetization data, inventory, campaign context, all sitting inside the platform they use every day. Our agents work inside that same environment, turning those signals into coordinated action across programmatic yield, direct campaign management, and trafficking, without pulling teams into another tool to do it. The result: faster execution, greater operational scale, and more value from the systems and teams already in place. 🔗 Read the full conversation: https://lnkd.in/gXJ6abX5