Swivel, the agentic orchestration layer for modern ad operations, and Olyzon, the decisioning platform for TV advertising announced a live, operational partnership enabling agent-to-agent CTV transactions through the Ad Context Protocol (AdCP). The collaboration connects Swivel’s seller agents with Olyzon’s buyer agents, enabling structured campaign briefs to flow directly between systems for approvals, trafficking, and activation–all within operator-defined parameters.
Olyzon’s buyer agents enrich and augment campaign briefs that Swivel’s seller agents evaluate and act using publisher-defined rules. Agents coordinate approvals, creative intake, trafficking, and live campaign management– automated where possible, with operator input at key points in the process. The system maintains oversight while cutting the manual lift that slows traditional workflows.
“We’re done pretending manual workflows can scale CTV. The human bottleneck has become the single greatest tax on growth,” said Joseph Hirsch, CEO and Co-founder, Swivel. “This partnership replaces manual hand-offs with agentic execution. We’re finally letting agents handle the complexity so the business can actually scale.”
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The partnership is designed to improve how premium CTV campaigns move from demand to execution across both sides of the transaction. Olyzon’s buyer agents turn campaign strategy into structured, actionable briefs, while Swivel’s seller agents orchestrate the workflow required to activate complex, high-value inventory.
Early activations include premium OEM inventory, where operational complexity has often slowed execution and limited scale. By automating key steps within operator-defined parameters, the partnership creates a faster path to activation for advertisers and reduces manual overhead for media owners and operators.
“High-value inventory has been locked behind manual workflows,” said Jules Minvielle, Co-founder and CEO, Olyzon. “This partnership creates a faster, cleaner path from strategy to screen, and opens up premium supply that was out of reach for many advertisers.”
That newly streamlined access to premium inventory is already being applied in live campaigns, connecting advertiser demand with sell-side execution through a shared agentic workflow.
“Thanks to our global partners on this opportunity, we’re excited to collaborate with Swivel and Olyzon as we expand awareness of the Avene brand in the US and reach net new consumers,” said Rominna Laraia, VP of Consumer, Professional, Patient Activation, Pierre Fabre US DC.
“By partnering with Olyzon, Pierre Fabre is capitalizing on a rapidly expanding media landscape, testing CTV as a uniquely qualitative, highly measurable, and opportunity-rich channel for Avène in the US,” added Tom El Bez, Global Chief Digital Officer at Pierre Fabre Group.
This launch marks a new way to buy and sell CTV: automated, coordinated, and ready to scale. Powered by AdCP and guided by operator-defined logic, Swivel and Olyzon have brought agent-to-agent activation into the real world.
SOURCE: PRNewswire
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