Milan, Italy – March 2, 2026 – In a strategic move to bolster its sell-side curation capabilities and accelerate the development of its artificial intelligence-powered deal optimization engine, Onetag, a global ad exchange and curation platform, announced today the acquisition of Aryel, an innovative Italian creative ad tech company. This acquisition, the first in Onetag’s history, is poised to equip the company with advanced tools for interactive ad creative development and testing, directly addressing the increasing pressure on Supply-Side Platforms (SSPs) to demonstrate value beyond mere transactional pipes in an era dominated by supply-path optimization.
The burgeoning trend of supply-path optimization, which focuses on streamlining the programmatic advertising supply chain to reduce costs and increase efficiency, has placed SSPs in a competitive landscape where differentiation is paramount. Onetag’s proactive approach to this challenge is evident in its investment in Aryel, a platform renowned for its ability to transform static ad creatives into engaging, interactive experiences. This move underscores Onetag’s commitment to providing advertisers with sophisticated solutions that drive performance and foster deeper user engagement.
Strategic Rationale: Beyond the Pipe
Filippo Gramigna, co-CEO of Onetag, articulated the strategic imperative behind the acquisition, stating, "The market for ad tech intermediaries, particularly in the curation space, has become increasingly crowded with players who offer little in the way of unique value. Our aim is to empower advertisers of all sizes to seamlessly integrate with curated marketplaces and establish their own deal IDs. Aryel’s technology is instrumental in achieving this by simplifying the adaptation of existing creative assets into dynamic, programmatic-ready formats."
Onetag, which originally launched as a Demand-Side Platform (DSP) in 2015 before pivoting to a performance-focused SSP for Procter & Gamble and subsequently expanding globally in 2020, introduced its sell-side curation platform, Smart Curation, in 2022. This platform has since become a cornerstone of Onetag’s strategy to differentiate itself. The acquisition of Aryel is a direct extension of this strategy, providing Onetag’s curation solution with sophisticated capabilities for tweaking and rigorously testing interactive ad creative.
These newly integrated features are not only designed to enhance the existing Smart Curation platform but will also play a crucial role in training Onetag’s forthcoming AI-based deal optimization engine, slated for release at the end of March. This engine is expected to leverage the enriched creative data and interactive engagement metrics derived from Aryel’s technology to identify and optimize the most effective programmatic deals for advertisers.
Interactive Impact: Transforming User Engagement
Aryel’s core strength lies in its ability to reformat creative assets to adhere to industry-standard banner sizes and online video specifications. However, its specialization in interactive creative is what truly complements Onetag’s existing curated marketplace. This marketplace, which comprises an impressive 50,000 high-impact ad units sourced through more than 2,000 direct publisher connections, will now be infused with the dynamic potential of interactive advertising.
Gramigna elaborated on the synergistic benefits: "The integration of interactive ad units within our already high-performing ad slots is expected to significantly amplify their effectiveness in driving desired outcomes for advertisers. This isn’t just about capturing attention; it’s about fostering meaningful interactions that translate into tangible results."
A prime example of Aryel’s innovative capabilities is its "try it on" creative format, particularly valuable for apparel and accessories brands. This format allows consumers, using their device’s camera, to virtually try on items like eyewear. Crucially, this immersive experience occurs entirely within a standard IAB banner, enabling users to interact without ever leaving the publisher’s website, thereby minimizing friction and maximizing engagement.
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 the rapidly expanding landscape of conversational AI platforms, a sector projected for significant growth in the coming years. Industry analysts predict that by 2028, the global AI chatbot market could reach over $15 billion, highlighting the strategic importance of Onetag’s move into this space.
A Foundation Built on Collaboration and Growth
The relationship between Onetag and Aryel predates the acquisition by approximately eighteen months, during which time both companies collaborated on various projects. The demonstrated success and mutual benefits of this partnership laid the groundwork for Onetag and its primary shareholder, Wise Equity, to pursue the acquisition.
While the financial specifics of the deal remain undisclosed, Gramigna confirmed its completion and revealed that the combined entity generated $70 million in net revenue based on the previous year’s performance. This substantial revenue figure underscores the financial health and market positioning of the newly integrated company.
The acquisition not only grants Onetag exclusive access to Aryel’s cutting-edge creative technology but also brings Aryel’s entire team of 45 employees into the Onetag fold, expanding the total headcount to approximately 130 professionals. The four co-founders of Aryel will assume key leadership roles within Onetag. Notably, Aryel CEO Mattia Salvi will take on the newly created position of Chief Growth Officer and Head of Go-to-Market, signaling a strategic emphasis on market expansion and customer acquisition.
Integration and Future Expansion: A Vision for Global Reach
The integration of Onetag and Aryel’s distinct cultures and operational workflows is anticipated to be a smooth process, partly due to their geographical proximity. Aryel’s headquarters are located just an hour away from Onetag’s technology hub in Tuscany, Italy. This close proximity is expected to facilitate seamless collaboration and knowledge transfer, accelerating the realization of the acquisition’s strategic objectives.
Onetag’s long-term growth strategy is centered on solidifying its presence in the European market while concurrently building a more substantial footprint in the United States. Currently, Onetag maintains a modest office in New York to serve its US publisher clients. The acquisition of Aryel, with its established relationships and innovative offerings, is expected to provide a significant boost to Onetag’s expansion efforts in the crucial US market.
Beyond display and online video, Onetag is also planning to broaden its curation offering this year to encompass new formats and channels. Despite not having a dedicated Connected TV (CTV) business, Onetag achieved a remarkable 34% year-over-year growth in net ad revenue last year. The company views the expansion into CTV as a natural progression and a significant opportunity for incremental growth, especially as CTV advertising is projected to surpass $30 billion in the US by 2027.
The strategic alignment of Onetag and Aryel’s client portfolios was another key factor influencing the acquisition decision. With minimal overlap, the acquisition has already contributed to strengthening Onetag’s client base on the buy side. Gramigna highlighted this aspect: "The fact that Aryel has been successful in generating excitement among brands and CMOs to engage with programmatic advertising through their innovative formats is invaluable. This directly strengthens our narrative and our relationships with media agencies, positioning us as a partner capable of delivering enhanced value and creative engagement."
This strategic integration of creative prowess and advanced optimization technology positions Onetag as a formidable player in the evolving ad tech landscape, ready to meet the demands of a market that increasingly values sophisticated, data-driven, and engaging advertising solutions. The move signifies a clear intent by Onetag to redefine the role of SSPs, transforming them from mere conduits into strategic partners that drive measurable performance and foster deeper consumer connections.
