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New hires support company’s expansion as demand grows for AI-driven advertising operations and automation solutions
Swivel, a provider of agentic workflow technology for advertising operations, has announced the appointment of two senior executives as the company expands its platform and international presence.
Joe Melaragno has joined the company as Executive Vice President of Platform, while Jonas Olsen has been named Vice President of International Sales. The appointments come as publishers, streaming platforms, and media companies increasingly adopt AI-powered systems to automate advertising workflows and improve operational efficiency.
Swivel develops technology designed to help connected TV (CTV) publishers and media organizations automate complex advertising operations. Its platform uses AI-driven agents to manage repetitive processes and optimize campaign execution while allowing human teams to maintain oversight and strategic control.
Focus on Enterprise Platform Growth
In his new role, Melaragno will oversee platform adoption and customer success initiatives, helping enterprise clients integrate and scale Swivel’s technology within their operations.
He brings extensive experience from the connected TV advertising sector, having previously held leadership positions focused on operational growth and platform development. His responsibilities will include supporting client onboarding, expanding the use of AI-powered workflow tools, and helping organizations optimize advertising operations through automation.
The appointment reflects the growing need for operational expertise as companies move beyond AI experimentation and begin deploying autonomous systems at scale.
Expanding Presence in International Markets
Olsen will lead Swivel’s international sales efforts, with a particular focus on expanding the company’s presence across Europe. Based in Stockholm, he will work with streaming platforms, publishers, and media organizations seeking solutions that simplify advertising workflows and improve execution efficiency.
His experience spans multiple areas of the programmatic advertising ecosystem, including ad-serving technology, supply-side platforms, and publisher-focused advertising solutions.
The company expects the appointment to strengthen its ability to support growing demand from international customers as adoption of AI-powered advertising technologies accelerates globally.
Growing Demand for Agentic Advertising Operations
The leadership expansion comes at a time when media organizations are increasingly exploring agentic systems capable of automating high-volume advertising tasks. Industry trends indicate that publishers are seeking ways to manage increasing operational complexity while improving productivity and reducing reliance on manual processes.
As organizations deploy AI-powered sales tools, workflow automation platforms, and intelligent operational systems, the focus has shifted from experimentation to practical implementation and long-term scalability.
Swivel believes that successful adoption of these technologies requires not only advanced software but also expertise in workflow design, performance monitoring, and organizational change management.
Supporting Future Growth
The appointments underscore Swivel’s broader strategy of investing in leadership, infrastructure, and international expansion as the market for AI-enabled advertising operations continues to evolve.
By strengthening both its platform operations and global sales capabilities, the company aims to help publishers and media organizations improve efficiency, streamline advertising workflows, and capitalize on emerging opportunities in the rapidly growing connected TV and digital advertising sectors.
