This strategic move brings together a unique intersection of premium inventory, immersive creative technology and AI-decisioning in a truly self-serve platform built to deliver business outcomes for the Open Internet.
Onetag, the global exchange and smart curation platform, today announced the acquisition of Aryel, the Italian AdTech company specializing in immersive and interactive advertising experiences. Backed by Wise Equity, Onetag’s private equity sponsor, the transaction marks a clear milestone in Onetag’s evolution as the next-generation value exchange for the open internet. For the first time, quality media, creative technology, data and AI-driven decisioning have been brought together to deliver measurable business outcomes at scale.
Moving beyond curation to a true value exchange
As advertisers increasingly question the ROI of their advertising spend, simplify media workflows, and measure business outcomes, the industry has reached the limits of fragmented buying models and undifferentiated curation layers. Onetag’s strategy addresses this challenge by redefining how value is created, exchanged, and measured across the Open Internet.
By integrating Aryel, Onetag brings together three critical pillars in a single proprietary platform:
- Quality media, a global exchange connected directly to premium publishers
- Immersive, high-impact creative experiences, designed to drive meaningful user interaction with formats that brands love
- AI-driven decisioning for outcomes, optimizing campaigns toward concrete business objectives rather than surface-level metrics
All of this is delivered through one truly self-service solution, removing operational complexity to support higher adoption, while empowering buyers and advertisers to secure successful outcomes.
Creative intelligence embedded into media delivery
Aryel’s immersive and interactive formats will be natively integrated into Onetag’s Exchange, delivering immersive experiences across more than 50,000 high-performing placements, enabling creative performance data to directly inform real-time media-decisioning.
This tight connection between creative and delivery allows campaigns to dynamically evolve and adapt, in-flight, to maximize attention, engagement, and full-funnel impact. Rather than treating creative as a separate asset, the integrated platform makes it a core input into optimization, closing the loop between exposure, interaction, and outcome.
AI-decisioning powered by unique data at scale
At its core, this combined technology is built on unique data, at global scale, spanning across audience data, performance insights, and measurement across every single interaction.
This data fuels Onetag’s AI-driven decisioning layer, enabling smarter buying strategies aligned to real business outcomes, such as consideration, engagement and conversions, across the Open Internet. The result is a more accountable and outcome-oriented model, where media quality, creative impact, and measurement are intrinsically linked.
Global scale with premium reach
Onetag’s global exchange connects over 2,000 publishers and 5,000 advertisers across North America, EMEA and LATAM, providing immediate scale and access to premium inventory. Aryel’s strong footprint with brands and agencies, particularly in luxury, beauty and fashion, further strengthens the group’s ability to deliver differentiated, high-value solutions internationally.
“Aryel was created to push digital advertising beyond passive impressions,”said Mattia Salvi, CEO of Aryel. “Our immersive formats are designed to capture attention, drive interaction and generate meaningful signals while respecting the user experience. By becoming part of Onetag, that creative intelligence is now embedded directly into media delivery, where every interaction can actively contribute to performance and measurement.”
“The industry doesn’t need more complexity, it actually needs a better value exchange,” said Filippo Gramigna, Co-CEO of Onetag. “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.”
According to Valentina Franceschini, Senior Partner at Wise Equity, “the acquisition of Aryel strengthens Onetag’s strategic positioning and reinforces its ability to deliver innovation at scale. The combined platform is well placed to set a new standard for value creation in programmatic advertising.”
With this acquisition, Onetag has taken a decisive step toward reshaping digital advertising, from fragmented transactions and poor user experience to a unified value exchange built on quality, intelligence, and outcomes.
About Aryel
Founded in 2020, Aryel is an Italian AdTech scale-up delivering immersive and interactive digital advertising experiences for global brands. Its proprietary technology powers high-impact creative formats across multiple environments, including emerging AI-driven and conversational interfaces. Aryel collaborates with leading international brands across multiple industries, helping them strengthen relationships with their audiences through creativity, innovation, and cutting-edge digital engagement.
About Onetag
Founded in 2015, Onetag is the next-generation value exchange for the open internet, combining quality media and AI-driven decisioning to deliver measurable business outcomes at scale. Through direct integrations with more than 2,000 premium publishers worldwide, Onetag enables over 5,000 brands and agencies to reduce waste and achieve better results, without adding operational complexity. Since 2022, Onetag has been part of the Wisequity V portfolio, managed by Wise Equity SGR S.p.A.
