Question 1

How is ad load balanced between traditional linear-style pod breaks and non-intrusive native CTV placements (pause, home screen, overlays)?

Accepted Answer

Swivel, a publisher tech startup founded by ad tech veterans, aims to automate manual tasks in publisher ad operations for Connected TV (CTV). The company is developing an 'end-to-end system' of AI agents that handle campaign management from planning to optimization and reporting, with a particular focus on CTV. According to co-founder Joseph Hirsch, Swivel initially focused on yield optimization but is now expanding to the front end of the agentic workflow, including planning, forecasting, and rule-setting for guaranteed deals. The startup addresses fragmentation through the Ad Context Protocol (AdCP), which includes a specification called adagents.json for publishers to declare authorized agents. Swivel plans to expand into retail media, citing the overlap with CTV. The article discusses the challenges and benefits of agentic media buying for CTV, emphasizing its ability to handle non-standard formats and sequential media that are difficult to buy programmatically.

Question 2

Are server-side ad insertion (SSAI) and OpenRTB 2.6 signals properly configured to pass pod-bidding and competitive separation parameters?

Accepted Answer

Swivel, a publisher tech startup founded by ad tech veterans, aims to automate manual tasks in publisher ad operations for Connected TV (CTV). The company is developing an 'end-to-end system' of AI agents that handle campaign management from planning to optimization and reporting, with a particular focus on CTV. According to co-founder Joseph Hirsch, Swivel initially focused on yield optimization but is now expanding to the front end of the agentic workflow, including planning, forecasting, and rule-setting for guaranteed deals. The startup addresses fragmentation through the Ad Context Protocol (AdCP), which includes a specification called adagents.json for publishers to declare authorized agents. Swivel plans to expand into retail media, citing the overlap with CTV. The article discusses the challenges and benefits of agentic media buying for CTV, emphasizing its ability to handle non-standard formats and sequential media that are difficult to buy programmatically.

Question 3

How are household identity graphs and data clean rooms connected under European GDPR and TCF 2.2 requirements?

Accepted Answer

Swivel, a publisher tech startup founded by ad tech veterans, aims to automate manual tasks in publisher ad operations for Connected TV (CTV). The company is developing an 'end-to-end system' of AI agents that handle campaign management from planning to optimization and reporting, with a particular focus on CTV. According to co-founder Joseph Hirsch, Swivel initially focused on yield optimization but is now expanding to the front end of the agentic workflow, including planning, forecasting, and rule-setting for guaranteed deals. The startup addresses fragmentation through the Ad Context Protocol (AdCP), which includes a specification called adagents.json for publishers to declare authorized agents. Swivel plans to expand into retail media, citing the overlap with CTV. The article discusses the challenges and benefits of agentic media buying for CTV, emphasizing its ability to handle non-standard formats and sequential media that are difficult to buy programmatically.

Swivel Builds Agentic Infrastructure for CTV Advertising

What happened

Key facts & figures

Key questions for investors and operators

Companies & platforms involved

More market signals

Freenet Acquires 100% Ownership of Exaring and CTV Platform Waipu.tv

Tatari Introduces Ad-Server-Level Machine Learning Optimization for CTV

IAB Tech Lab Standardizes Six Non-Intrusive CTV Ad Placements Outside the Ad Break

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