Onetag has acquired Aryel to integrate immersive creative formats into its platform, combining quality media, AI-driven decisioning and proprietary data to simplify workflows and help advertisers achieve measurable business outcomes.
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.