AI ad tech companies Olyzon and Swivel have partnered to facilitate 'agent-to-agent' media buying, with connected TV (CTV) as the initial focus. The system connects Olyzon's buyer agents with Swivel's seller agents, using the Ad Context Protocol (AdCP) to automate the process of finding and negotiating ad placements, bypassing traditional programmatic workflows. French pharmaceutical company Pierre Fabre Group is an early adopter, testing the technology for a US-based CTV campaign for its Eau Thermale Avène skincare line.
This partnership creates a tangible test case for agent-to-agent media buying, a model aiming to replace manual IOs and inefficient programmatic chains. For advertisers like Pierre Fabre Group, it presents a path to potentially lower overhead on CTV spend. By explicitly targeting the programmatic "ad tech tax"—forecasted at 41.6% of 2026 RTB spending—this model directly challenges the existing SSP/DSP ecosystem. Success could incentivize more publishers to provide the rich metadata needed for AI agent discovery. Watch for performance metrics from the Avène pilot, especially cost efficiencies versus programmatic benchmarks and the ability to access non-standard CTV inventory.
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