Swivel

High-Level Overview

Swivel is an advertising technology company that builds a no-code AI workflow automation platform for ad operations, specializing in agentic orchestration to automate campaign management and decision-making.[1][2][3] It serves buyers and sellers in the ad tech industry, particularly on the sell side of TV and streaming, by solving the problem of manual effort in complex, fragmented ad workflows—optimizing strategies continuously without coding, reducing overhead, and providing explainable actions under full operator control.[1][2] Founded in 2023 and headquartered in New York, Swivel (formerly PilotDesk) has raised $9M total, including a $5.8M Series A in late 2025 led by Tribeca Venture Partners and Ardent Venture Partners, with its Mosaic Score rising +111 points in the past 30 days, signaling strong growth momentum.[1]

Origin Story

Swivel was founded in 2023 by Rich Lin, Danielle Rosen, and Matt Dearborn in New York City, initially operating as PilotDesk before rebranding to emphasize its agentic AI capabilities.[1][3] The founders launched amid rising demand for AI-driven automation in ad tech, transitioning from manual campaign tools to a platform that executes seller-defined logic across workflows, platforms, and channels.[1][2] Early traction came quickly, culminating in a Series A round just one month prior to late 2025, building on seed funding to reach $9M total raised and positioning it as a leader in sell-side ad operations for TV and streaming.[1][3]

Core Differentiators

Swivel stands out in ad tech through these key strengths:

• Agentic orchestration at the core: Deploys an AI system that interprets context, assesses live conditions, and executes decisions within defined boundaries—always on, monitoring thresholds and adapting to fragmented systems without added risk.[2][3]
• No-code automation: Enables users to implement rules and strategies via natural language or simple interfaces, eliminating coding for continuous campaign optimization across buyers and sellers.[1][2]
• Full control and visibility: Every action is explainable, auditable, and governed by operator logic, turning performance data into actionable insights while maintaining oversight.[2]
• Resilience in complexity: Handles shifting demand and multi-platform environments, expanding human capacity for sophisticated ad ops without overhead.[2]

(Note: A separate company at getswivel.io offers payment software for financial institutions, but context confirms this Swivel is the ad tech firm.[4])

Role in the Broader Tech Landscape

Swivel rides the agentic AI trend—autonomous systems that act on intent in real-time—ushering in a new era for ad operations, especially sell-side TV and streaming amid fragmentation from CTV growth and programmatic shifts.[2][3] Timing aligns with 2025's AI maturation, where ad tech demands continuous execution over manual tweaks, fueled by market forces like rising ad spend (projected $1T+ globally) and complexity from privacy regulations and signal loss.[1] It influences the ecosystem by reducing operational silos, enabling publishers to monetize efficiently, and setting a standard for explainable AI in high-stakes advertising, potentially accelerating adoption in connected TV.

Quick Take & Future Outlook

Swivel is poised to dominate agentic ad ops with its recent rebrand, expanded platform, and funding fueling hires and integrations.[3] Next steps likely include deeper sell-side penetration in streaming, partnerships with DSPs/SSPs, and AI enhancements for predictive monetization amid 2026's AI agent proliferation. As ad tech consolidates around automation, Swivel's no-code edge could evolve it into a category leader, amplifying its role in turning ad complexity into scalable revenue—echoing its mission to automate strategies without sacrificing control.[1][2]