Onetag, a global programmatic ad exchange and smart curation platform, has announced the acquisition of Aryel, an Italian adtech company focused on immersive and interactive advertising experiences.

Onetag's goal is to address the growing needs of advertisers for a better return on investment (ROI) and simplified processes, overcoming the limitations of fragmented buying models. The acquisition of Aryel aims to redefine the creation, exchange, and measurement of value in online advertising.

Integration of capabilities

The integration of Aryel will enable Onetag to combine three core capabilities into a single platform: access to quality media via a global exchange connected directly to premium publishers; immersive, high-impact creative formats designed to drive user interaction; and AI-driven decision-making focused on optimizing campaigns toward concrete business objectives.

The resulting platform will be offered as a unified self-service solution, designed to reduce operational complexity and support broader adoption, enabling buyers and advertisers to achieve measurable outcomes. The combined technology will be supported by large-scale proprietary data on audiences, performance, and user interactions, powering Onetag's AI-driven decision-making layer.