Global exchange and smart curation platform Onetag has acquired Aryel, an Italian adtech company specialising in creative digital advertising.
According to the company, the deal, backed by Wise Equity, Onetag's private equity sponsor, will expand its creative intelligence abilities, embedding this function into media delivery.
“With Aryel, we’re unifying quality media, creative technology, unique data and AI-driven decisioning into one solution, making it easier and quicker for brands to achieve real business outcomes, with simplicity and ease,” said Filippo Gramigna, Co-CEO of Onetag.
The combined technology will utilise audience data, performance insights, and measurement across interactions at a global scale, the company shared.
Aryel, founded in 2020, works across various industries, including beauty and fashion, retail, and tech, specialising in what it calls ‘immersive and interactive advertising experiences’.
In a post on LinkedIn, Emma Lacey, SVP Sales Demand EMEA, Onetag, said the acquisition is a “meaningful step” for agencies navigating ROI pressure.
When it comes to ROI pressure, a number of factors are at play here, from economic pressures to privacy regulations.
In the UK, marketing budgets in Q4 2025 ended the year on a “neutral note.”
Maryam Baluch, Economist at S&P Global Market Intelligence and author of the Bellwether Report, warned that the economic climate “remains challenging,” with marketers under pressure to deliver ROI.
Baluch said this comes as spending decisions are evaluated more rigorously amidst a competitive market landscape and a “subdued” macroeconomic outlook.
Meanwhile, a recent WARC survey found that marketers' budget expectations for 2026 are being downgraded, with 42% expecting budgets to be lower next year.
“The industry doesn’t need more complexity, it actually needs a better value exchange,” commented Gramigna.
This move by Onetag is reflective of a wider industry shift towards creative and performance integration.
Last month, e-commerce agency Front Row Group announced its acquisition of performance marketing agency Socium Media, in a deal aimed at breaking down silos. Meanwhile, yesterday, creative agency GEL Studios shared that it had acquired digital marketing agency Infinity Nation, demonstrating a similar convergence.
In a statement on LinkedIn, the company said: “By merging our creative expertise with Infinity Nation’s performance marketing strengths, we can now build more meaningful partnerships, deliver more creative solutions and achieve even better results for our clients.”
