Onetag, a global exchange and smart curation platform, announced that it has acquired Aryel, an Italian ad tech company specializing in immersive and interactive advertising experiences.
Backed by Wise Equity, Onetag’s private equity sponsor, the transaction marks a milestone in the company’s evolution toward becoming a next-generation value exchange for the open internet. The deal brings together quality media, creative technology, data, and AI-driven decisioning into a single proprietary platform designed to deliver measurable business outcomes at scale.
The acquisition comes as advertisers increasingly scrutinize the return on investment of their media spend, simplify workflows, and prioritize business outcomes over surface-level metrics. Onetag said its strategy aims to address the limitations of fragmented buying models and undifferentiated curation layers by redefining how value is created, exchanged, and measured across the open internet.
By integrating Aryel’s technology, Onetag combines three core pillars into one self-service platform: a global exchange directly connected to premium publishers, immersive, high-impact creative formats designed to drive user engagement, and AI-driven decisioning optimized for concrete business objectives. The company said the unified approach is intended to reduce operational complexity while enabling buyers and advertisers to achieve stronger performance outcomes.
Aryel’s immersive and interactive formats will be natively embedded within Onetag’s exchange, delivering experiences across more than 50,000 placements. Creative performance data will feed directly into real-time media decisioning, allowing campaigns to dynamically adapt in-flight to maximize attention, engagement, and full-funnel impact. Onetag said this integration closes the loop between exposure, interaction, and measurable results by making creative performance a core input into optimization.
The combined platform is powered by audience data, performance insights, and measurement data spanning every interaction. Onetag said this data foundation fuels its AI-driven decisioning layer, enabling smarter buying strategies aligned to outcomes such as consideration, engagement, and conversions.
Onetag’s exchange connects more than 2,000 publishers and 5,000 advertisers across North America, EMEA, and LATAM. Aryel’s footprint among brands and agencies, particularly in luxury, beauty, and fashion, is expected to strengthen the group’s international reach and differentiated offering.
KEY QUOTES:
“Aryel was created to push digital advertising beyond passive impressions,” “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.”
Mattia Salvi, CEO, Aryel
“The industry doesn’t need more complexity; it actually needs a better value exchange,” “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.”
Filippo Gramigna, Co-CEO, Onetag
“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.”
Valentina Franceschini, Senior Partner, Wise Equity
