Onetag acquires Aryel and launches new “Value Exchange”

Today’s advertising industry faces growing challenges related to measuring ROI and simplifying workflows. Onetag’s response to this fragmentation is structured along three fundamental lines. First, access to high-profile media via a global exchange connected to over 2,000 premium publishers. Secondly, the integration of Aryel’s immersive creative experiencesdesigned to stimulate deep interactions, going beyond standard formats. In the end, an AI decisioning system that uses unique data on a global scale to optimize campaigns in real time, directing them towards concrete business outcomes such as brand reputation and actual conversions.

Integrating Aryel’s interactive formats directly into the Onetag exchange allows creative performance data to instantly influence the media distribution process. This native connection transforms creativity from a static asset to a dynamic element of optimization. Mattia Salvi, CEO of Aryel, underlined the scope of the change by stating:: “Aryel was born to push digital advertising in an active and dynamic direction […] By joining Onetag, our creative intelligence is integrated directly into the distribution phase, where every type of user activity can actively contribute to performance and measurement“.

With coverage spanning North America, EMEA and LATAM, the new reality connects 5,000 advertisers to a high-quality inventory, with a strong specialization in the luxury, beauty and fashion sectors. The union of these skills aims to reduce the complexity of the sector in favor of greater transparency and speed of action. Filippo Gramigna, Co-CEO of Onetag, reiterated this vision by stating: “The sector does not need more complexity, but better value exchange […] we combine high-quality media with creative technology, unique data and AI-driven decisioning in a single solution“. Valentina Franceschini, Senior Partner of Wise Equity, also confirmed the strategic validity of the operation, indicating the integrated platform as “the ideal tool to define a new standard in creating value in programmatic advertising“.