Onetag Acquires Aryel: A Strategic Move in Creative Ad Tech

On March 2nd, 2026, Onetag, a global ad exchange and curation platform, announced the acquisition of Aryel, an Italian creative ad tech startup. This move comes as SSPs are increasingly pressured to differentiate themselves in a crowded market, particularly as the trend of supply-path optimization grows in importance.

The acquisition of Aryel equips Onetag's existing curation solution with advanced tools for optimising and testing interactive ad creatives. This is a strategic addition as Onetag plans to release a new AI-based deal optimization engine at the end of March, which will benefit from Aryel's technology. As Filippo Gramigna, Onetag’s co-CEO, stated, the struggle to stand out in the crowded curation market requires providing tools that enable advertisers to adapt existing creative to programmatic formats, a capability Aryel’s platform effectively delivers.

Founded in 2015, Onetag initially launched as a Demand-Side Platform (DSP) before evolving into a performance-focused Supply-Side Platform (SSP) for Procter & Gamble and expanding globally in 2020. Onetag introduced its sell-side curation platform, Smart Curation, in 2022. The acquisition of Aryel marks Onetag's first-ever acquisition.

Arthur's technology is particularly notable for its ability to reformat creative assets to fit IAB standard banner sizes and online video specifications, making it easier for advertisers to implement interactive ads without leaving the website. For instance, Aryel offers innovative formats such as a “try it on” feature for apparel brands, enabling consumers to virtually try on products using their device’s camera. This capability allows interactions to occur seamlessly within standard IAB banner ads, increasing engagement and potential outcomes, as outlined by Gramigna.

Onetag and Aryel have been collaborating for approximately a year and a half, with the positive results of their partnership motivating Onetag and its principal shareholder, Wise Equity, to pursue the acquisition. While the deal price remains undisclosed, Onetag confirmed that the acquisition has been successfully completed, with the combined company reporting around $70 million in net revenue, based on previous year’s financials.

Following the acquisition, Onetag will also welcome all 45 employees of Aryel, increasing its workforce to around 130. Aryel’s four co-founders will join Onetag’s leadership team, with CEO Mattia Salvi taking on the role of Chief Growth Officer and head of go-to-market initiatives.

Looking forward, Onetag aims to integrate the cultures and workflows of both companies, facilitated by their geographic proximity—Aryel is located just an hour away from Onetag’s tech hub in Tuscany. Furthermore, Onetag's long-term strategy includes strengthening its foothold in the European market and expanding its operations into the U.S., where the company currently maintains a small office in New York.

As Onetag continues to grow, it also plans to broaden its curation offerings beyond display and online video. Last year, despite lacking a connected TV business, Onetag experienced a significant 34% year-over-year increase in net ad revenue. Entering the CTV space could provide further growth opportunities. Notably, the acquisition has already helped enhance Onetag’s client base, particularly on the buy side, with Aryel's engagement with brands and CMOs enhancing the narrative around their collaboration with media agencies.

In summary, this acquisition positions Onetag strategically within the rapidly changing landscape of ad tech, addressing the need for differentiation and capability expansion in creative advertising.