Swivel Develops Agentic Media Buying Infrastructure for Connected TV
· 1h ago · Originally reported by AdExchanger
Swivel, a startup, is working on building agentic infrastructure for media buying in the connected TV (CTV) space. The company aims to clarify how agentic buying operates for TV and streaming ads, and how it differs from traditional programmatic workflows.
Why it matters
As CTV advertising grows, new buying models like agentic infrastructure could change how ads are purchased and optimized, potentially increasing efficiency and transparency for advertisers.
Explain it like I’m new here
Swivel is trying to make buying ads on streaming TV as easy and smart as using a helpful robot assistant.
Read the original at AdExchanger
Terms in this story
CTV (connected TV)
CTV (connected TV) is any television connected to the internet, such as a smart TV, streaming stick, games console or set-top box, and the advertising shown in streaming apps on it.
Ad tech
Ad tech is the software and infrastructure that decides which ad appears where, buys and sells that ad space, delivers the ad, and measures what happened afterwards.
Programmatic advertising
Programmatic advertising is buying and selling ad space through automated software, usually one impression at a time, instead of through manual negotiations, phone calls and paper contracts.
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