In December 2025, PurePlay and Swivel ran a fully agentic media buy for a leading eyewear retailer.

Here's how it played out: PurePlay's buyer agent submitted a campaign brief. Swivel's seller agent found the right premium OEM CTV inventory, matched it to the brief, and negotiated terms — all in real time. The two agents transacted directly through Ad Context Protocol (AdCP). Our team reviewed and approved in under 2 minutes. The campaign was live in under an hour.

It beat foot traffic benchmarks by 17% during the most competitive retail window of the year, with every major retailer fighting for the same consumers.

This is what agent-to-agent trading actually looks like in practice — and we're just getting started.