Onetag acquires Aryel to integrate interactive creative into its curation platform

Italian ad tech company Onetag has acquired creative technology startup Aryel, marking its first acquisition as it seeks to differentiate its position in the increasingly crowded sell-side curation market.

The transaction, backed by private equity firm Wise Equity, brings Aryel’s immersive and interactive ad formats into Onetag’s exchange and smart curation platform. Financial terms were not disclosed, though the combined entity reported approximately $70 million in revenue based on last year’s figures.

Onetag began as a demand-side platform in 2015 before pivoting toward supply-side infrastructure, later introducing its Smart Curation offering in 2022. The move aligned with a broader industry shift toward supply-path optimization, as advertisers scrutinized intermediaries and sought greater efficiency across programmatic buying channels.

As curation layers multiplied, differentiation became more difficult. By acquiring Aryel, Onetag is adding tools that allow advertisers to adapt and test interactive creative within standard programmatic environments, including IAB display and online video formats.

Aryel’s technology reformats assets to fit conventional banner and video specifications while embedding interactive features. For example, its formats enable virtual try-on experiences within display placements, allowing users to interact directly inside a banner without redirecting to an external site. The company has also been testing interactive ad experiences designed for AI chatbot interfaces.

These capabilities will now be integrated across Onetag’s network, which includes more than 2,000 direct publisher connections and approximately 50,000 high-impact placements.

A central objective of the acquisition is to embed creative performance data into Onetag’s AI-driven decisioning engine. The company plans to roll out an updated deal optimization engine later this month, using interaction-level signals to inform media buying decisions.

By integrating creative formats directly into its exchange, Onetag aims to connect exposure, engagement and outcome measurement within a single system. Rather than treating creative as a standalone input, the combined platform will feed interaction data into real-time optimization processes across curated deals.

The approach reflects growing advertiser demand for measurable business outcomes rather than impression-based metrics. Industry buyers have increasingly questioned the return on investment of layered programmatic models, prompting platforms to streamline workflows and tie performance more closely to tangible objectives such as engagement and conversions.

As part of the deal, Onetag is absorbing Aryel’s 45 employees, bringing total headcount to roughly 130. Aryel’s four co-founders will join the leadership team, with CEO Mattia Salvi assuming the role of chief growth officer and head of go-to-market.

The two companies have collaborated for approximately 18 months prior to the acquisition, and both are headquartered in Italy, with offices near Milan. Onetag currently operates a small New York office serving U.S. publisher clients and has indicated plans to expand its presence in the American market over time.

In addition to strengthening its European footprint, Onetag intends to broaden its curation capabilities beyond display and online video formats. The company reported 34% ad revenue growth last year without a connected TV business, suggesting CTV integration could represent a new area of expansion.

The acquisition comes as supply-side platforms face increasing pressure to demonstrate value beyond basic infrastructure. With advertisers consolidating partners and prioritizing performance transparency, platforms are seeking ways to combine media access, data, creative technology and optimization into unified offerings.

By folding Aryel’s interactive capabilities into its exchange, Onetag is positioning itself to compete not only on inventory quality but also on the integration of creative intelligence and AI-based decisioning within curated programmatic deals.