In December 2025, Swivel and PurePlay brought agent-to-agent media trading into live market conditions with a holiday campaign for Sunglass Hut.

The campaign was executed using autonomous buyer and seller agents operating over the Ad Context Protocol (AdCP). PurePlay’s buyer agent initiated the opportunity, and Swivel’s seller agent handled inventory discovery, pricing, and transaction flow, with human oversight applied at the moments that mattered.

Click through to see how we made it happen.

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