admin
Monday, March 2nd, 2026 – 3:00 am
In a strategic move to differentiate itself in an increasingly competitive ad tech landscape, Onetag, a global ad exchange and curation platform, announced its acquisition of Aryel, an innovative Italian creative ad tech company specializing in interactive ad formats. This acquisition, finalized on Monday, is poised to significantly enhance Onetag’s sell-side curation capabilities and accelerate the development of its forthcoming AI-based deal optimization engine. The deal underscores a broader industry trend where Supply-Side Platforms (SSPs) are under mounting pressure to move beyond being perceived as mere transactional conduits and demonstrate tangible value to publishers and advertisers alike.
The integration of Aryel’s technology is expected to equip Onetag’s Smart Curation platform with advanced tools for customizing and testing dynamic, interactive ad creative. These enhanced capabilities will also play a crucial role in training Onetag’s new AI-driven deal optimization engine, slated for release at the end of March. This proactive approach signals Onetag’s commitment to innovation and its ambition to lead in the evolving programmatic advertising ecosystem.
The Drive for Differentiation in Programmatic Advertising
The digital advertising industry has witnessed a significant shift in recent years, driven by the increasing prominence of supply-path optimization (SPO). SPO initiatives, aimed at streamlining the ad supply chain and reducing waste, have put a spotlight on the role and value proposition of SSPs. Consequently, many SSPs are actively seeking ways to distinguish themselves from competitors and avoid being commoditized. This pursuit of differentiation has been a primary catalyst for the rise of sell-side curation trends, where platforms offer curated marketplaces and tailored advertising solutions.
Onetag, headquartered in Italy, has been at the forefront of this movement. Initially launched as a Demand-Side Platform (DSP) in 2015, the company pivoted and developed a performance-focused SSP for consumer goods giant Procter & Gamble. This platform was subsequently expanded globally in 2020. Recognizing the growing need for specialized solutions, Onetag launched its sell-side curation platform, Smart Curation, in 2022.
Filippo Gramigna, co-CEO of Onetag, articulated the challenges within the current market. "The curation market has become crowded with non-differentiated middlemen," Gramigna stated. "The best way to stand out in this increasingly crowded market is to make it easy for advertisers of all sizes to get started with curation and create their own deal IDs." This philosophy directly informed the strategic decision to acquire Aryel, whose technological prowess in creative adaptation and interactivity directly addresses this market need.
Aryel’s Interactive Creative Expertise
Aryel’s core competency lies in its ability to reformat existing creative assets into programmatic-friendly formats, adhering to IAB standard banner sizes and online video specifications. This capability is particularly valuable for advertisers looking to leverage their existing creative materials within programmatic channels without extensive re-work. However, Aryel’s specialization extends beyond simple reformatting; the platform excels in developing interactive creative experiences.
"Aryel also specializes in interactive creative, which complements Onetag’s curated marketplace of 50,000 high-impact ad units that it sources via more than 2,000 direct-to-publisher connections," Gramigna explained. The synergy between Onetag’s established network of premium ad inventory and Aryel’s interactive creative capabilities is expected to unlock new levels of advertising effectiveness. The premise is straightforward: placing engaging, interactive ads within high-performing ad slots should lead to demonstrably better campaign outcomes.
Examples of Aryel’s innovative formats include a "try it on" feature, particularly effective for apparel and accessories brands. An eyewear brand, for instance, could utilize this functionality to allow consumers to virtually try on different frames using their device’s camera. Crucially, these immersive experiences are designed to function seamlessly within standard IAB banner units, ensuring users can interact without leaving the publisher’s website. This frictionless user experience is a key differentiator in capturing audience attention.
Furthermore, Aryel has been actively exploring interactive formats for AI chatbot interfaces. This forward-thinking approach positions Onetag to tap into emerging advertising opportunities within conversational AI platforms, a rapidly growing segment of the digital landscape. The integration of these advanced creative tools is anticipated to enhance Onetag’s appeal to advertisers seeking innovative ways to engage consumers across a wider range of digital touchpoints.
Strategic Acquisition and Future Growth
The partnership between Onetag and Aryel began approximately 18 months prior to the acquisition, with the success of their initial collaboration paving the way for this definitive move. The decision was strongly supported by Onetag’s largest shareholder, Wise Equity. This acquisition marks a significant milestone for Onetag, representing its first-ever corporate takeover.
While the financial terms of the deal remain undisclosed, Gramigna confirmed the successful closure of the acquisition. Based on the previous year’s performance, the combined entity boasts an impressive $70 million in net revenue. This financial solidity provides a strong foundation for future growth and strategic initiatives.
Beyond the acquisition of Aryel’s proprietary creative technology, Onetag will also integrate Aryel’s entire workforce of 45 employees. This expansion brings Onetag’s total headcount to approximately 130 professionals. The four co-founders of Aryel will assume leadership roles within Onetag, with Aryel CEO Mattia Salvi appointed as Chief Growth Officer and Head of Go-to-Market. This infusion of talent and expertise is expected to bolster Onetag’s strategic direction and operational capabilities.
The integration process is anticipated to be relatively smooth, given the geographical proximity of the two Italian companies. Aryel’s headquarters are located roughly an hour’s drive from Onetag’s tech hub in Tuscany. This proximity will facilitate the seamless merging of corporate cultures and operational workflows, minimizing disruption and maximizing synergy.
Onetag’s long-term strategic vision includes solidifying its presence in the European market and subsequently expanding its footprint in the United States. While Onetag currently maintains a small office in New York to service its US publisher clients, the company aims to build a more substantial presence in the American market. This expansion is crucial for tapping into one of the world’s largest advertising economies.
Expanding Horizons: CTV and Market Penetration
Looking ahead, Onetag plans to broaden its curation offering beyond traditional display and online video formats. The company’s impressive growth, with a 34% increase in net ad revenue last year despite not having a significant Connected TV (CTV) business, highlights its strong underlying performance. The strategic inclusion of CTV in its offering is expected to unlock substantial incremental growth opportunities, capitalizing on the rapidly expanding CTV advertising market. Industry analysts project the global CTV ad spend to reach over $30 billion by 2026, underscoring the strategic importance of this channel.
A significant benefit of the Aryel acquisition, as noted by Gramigna, is the complementary nature of their client portfolios. The limited overlap between Onetag and Aryel’s existing client bases means the acquisition has already strengthened Onetag’s advertiser relationships on the buy-side. "That’s another element of why we decided to do this deal," Gramigna remarked. "The fact that they’ve been able to get the brands and the CMOs they typically talk to excited about working in programmatic thanks to these formats helps the narrative when it comes to our relationship with media agencies."
This synergy is particularly valuable for Onetag’s engagement with media agencies. By providing them with innovative creative solutions that excite their brand clients, Onetag can strengthen its position as a strategic partner, moving beyond transactional relationships. The ability to offer interactive and engaging ad experiences directly translates into more compelling proposals for agencies and, ultimately, more effective campaigns for advertisers.
The acquisition of Aryel positions Onetag as a more comprehensive and innovative player in the ad tech ecosystem. By combining Onetag’s robust ad exchange and curation platform with Aryel’s cutting-edge creative technology, the company is well-equipped to address the evolving needs of publishers and advertisers, driving greater efficiency, engagement, and performance in the programmatic advertising landscape. The successful integration and subsequent rollout of the AI-driven deal optimization engine are keenly awaited by industry observers.
