Onetag, a London-based programmatic advertising exchange, announced on March 2, 2026 that it had acquired Aryel, a Milan adtech company that makes immersive and interactive ad formats. The deal was backed by Wise Equity, the private equity firm that sponsors Onetag.
Terms were not disclosed.
Onetag said Aryel's formats will be integrated directly into its exchange and offered across more than 50,000 ad placements. Data on how people interact with the ads will be fed into Onetag's AI-driven buying decisions, so that campaigns can be adjusted while they run.
What Aryel built
Aryel was founded in Milan in 2020 and is led by chief executive Mattia Salvi. It started as an augmented reality marketing company offering a no-code software-as-a-service tool, according to BeBeez, and later focused on high-impact, interactive display formats that ask viewers to do more than look at an ad.
Onetag said Aryel has a strong presence with brands and agencies in luxury, beauty and fashion.
"Aryel was created to push digital advertising beyond passive impressions," Salvi said in the announcement. He said that inside Onetag, the creative data generated by each interaction would feed directly into media delivery and measurement.
“Aryel was created to push digital advertising beyond passive impressions.”
Why Onetag is buying
Onetag was founded in 2015 and is co-led by chief executives Filippo Gramigna and Daniel Sisson. Its exchange connects more than 2,000 publishers and 5,000 advertisers across North America, Europe, the Middle East and Africa, and Latin America.
The company argues that advertisers are questioning the return on their spending and are tired of fragmented buying through many intermediaries. By adding Aryel, Onetag wants to offer premium inventory, interactive creative and AI-driven optimisation in one self-serve platform, with campaigns measured on outcomes such as engagement and conversions rather than impressions alone.
"The industry doesn't need more complexity; it actually needs a better value exchange," Gramigna said. He said that with Aryel, Onetag was bringing quality media, creative technology, its own data and AI-driven decisioning into one product, to make it simpler and faster for brands to reach their business goals.
Valentina Franceschini, a senior partner at Wise Equity, said the acquisition strengthens Onetag's position and its ability to deliver new products at scale.
The founders and the funding
Aryel raised its first money in November 2021, issuing €250,000 in participative financial instruments to business angels and then a further €250,000 because of demand, BeBeez reported. In April 2022 it closed a €700,000 (about $750,000) round led by the venture capital firm Prana Ventures.
In February 2023 Aryel announced a €3.7 million (about $4 million) round, again led by Prana Ventures, with a group of business angels that included Alessio Beverina of Panakès Partners, Andrea Lovato of F&P4BIZ and Enrico and Rossella Cerea of the Da Vittorio restaurant, as well as Logotel and Selected Investments.
Prana Ventures chief executive Lisa Di Sevo said at the time that the firm had been a partner to Aryel since its first days. According to BeBeez, Prana closed the first round of its debut fund in 2021 with more than €34 million, with CDP Venture Capital as its cornerstone investor.
Neither company disclosed Aryel's revenue or headcount at the time of the sale, or whether Prana Ventures and the angels were paid in cash or shares.
What changes for advertisers
Onetag said the combined platform rests on three parts: a global exchange connected directly to premium publishers, immersive creative formats, and AI decisioning that optimises campaigns toward business goals rather than surface-level metrics. Rather than treating the creative as a separate asset, the platform uses interaction data as an input to its optimisation.
The company said the data it collects spans audience data, performance insights and measurement of each interaction, and that buyers will be able to use the combined tools through a single self-serve interface intended to reduce operational work.
