Onetag acquires Aryel to build a new programmatic ad exchange

Onetag, a global programmatic ad exchange and smart curation platform,
announced the acquisition of Aryel, an Italian adtech company focused on
immersive and interactive advertising experiences.

As advertisers place greater scrutiny on the ROI of their ad
spend while seeking simpler workflows and clearer performance signals, the
limitations of fragmented buying models and undifferentiated curation layers
have become increasingly apparent. Onetag’s strategy aims to address this shift
by redefining how value is created, exchanged, and measured across the open
internet.

Commenting on the acquisition, Filippo Gramigna, Co-CEO of
Onetag, said the industry needs a stronger value exchange rather than
additional complexity:

With Aryel, we’re unifying quality media, creative
technology, unique data and AI-driven decisioning into one solution, making it
easier and quicker for brands to achieve real business outcomes, with
simplicity and ease.

Through the integration of Aryel, Onetag brings together
three core capabilities within a single proprietary platform: access to quality
media via a global exchange connected directly to premium publishers;
immersive, high-impact creative formats designed to drive meaningful user
interaction; and AI-driven decisioning focused on optimising campaigns toward
concrete business objectives rather than surface-level metrics.

Delivered through a unified self-service solution, the
platform is intended to reduce operational complexity, support broader
adoption, and enable buyers and advertisers to achieve measurable outcomes.

Mattia Salvi, CEO of Aryel, said the company was established
to move digital advertising beyond passive impressions, adding that its
immersive formats are built to capture attention, encourage interaction, and
generate meaningful signals while maintaining a positive user experience. He
noted that, as part of Onetag, this creative intelligence is now integrated
directly into media delivery, allowing each interaction to contribute to performance metrics and measuremen.

The combined technology is supported by large-scale
proprietary data spanning audiences, performance insights, and user
interactions. This foundation powers Onetag’s AI-driven decisioning layer,
enabling buying strategies aligned with business outcomes such as
consideration, engagement, and conversions, while linking media quality,
creative effectiveness, and measurement within a single framework.

With this acquisition, Onetag advances its shift from
fragmented digital advertising transactions and inconsistent user experiences
toward a more unified value exchange focused on quality, intelligence, and
measurable outcomes.