Onetag

Programmatic performance is evolving. The dots are being connected. Today, success depends on more than post-campaign metrics alone. It requires understanding how media quality, creative engagement, and business outcomes work together in real time. In this new article, Keith Arrowsmith, Global Marketing Director at Onetag, explores how connected signals are reshaping optimisation across the open web. Keith shares: 🔹 Why disconnected media, creative, and outcome signals limit campaign performance. 🔹 How creative engagement is becoming a live optimisation input, not just a reporting metric. 🔹 Why real time sell-side optimisation is creating more responsive and effective programmatic campaigns. 🔹 How connecting media, creative, and outcomes creates a continuous performance loop for the open internet. The future of programmatic isn’t just about buying impressions more efficiently. It’s about enriching the open internet with more intelligence to drive stronger business outcomes. 👇 Read the full article below and also at IAB UK via the link in the comments.

In this new Digiday article Jessica Davies discusses the case for and against publishers buying paid traffic, and the ways to do this intelligently without it affecting long-term publisher health. The challenge isn't simply acquiring more visitors but doing so in a way that creates lasting value without compromising the experience. As Elli Papadaki, SVP Global Supply at Onetag, highlights: "Whether traffic is paid for or organic, what really matters is user engagement and whether the brand gets an outcome fulfilled." As the industry adapts to less predictable search referral traffic and focuses on value rather than volume, creating meaningful engagement and delivering real outcomes will be what matters. 👇 Read the full article in the comments below.

Onetag is heading to Cannes! Join us at our meeting apartment or elsewhere on La Croisette to explore how the next phase of the programmatic open internet is enabling brands, buyers, agencies, and publishers to turn impressions into impact and volume into value. We’d love to discuss what matters most to you and share how Onetag and Aryel are unifying quality media, immersive creative intelligence, and dynamic business outcomes through AI-powered sell-side decisioning for every interaction. Meet the team: 🔹 Daniel Pirchio, Founder & co-CEO 🔹 Filippo Gramigna, co-CEO 🔹 Mattia Salvi, Co-Founder & CEO - Aryel, Onetag group 🔹 Vincenzo Schifano, Co-Founder & COO - Aryel, Onetag group 🔹 Alexandra-Maria Balashoiu, VP of Product 🔹 Elli Papadaki, SVP Global Supply 🔹 Emma Lacey, SVP Sales Demand EMEA 🔹 Elena Soraya Aliyari, Partner & Chief Sales Officer - Aryel, Onetag group 🔹 Dan Chiprut, VP Publisher Development US 🔹 Alexander Hughes, Publisher Development Director EMEA 🔹 Keith Arrowsmith, Marketing Director 👇 Heading to Cannes? Book a meeting with us via the link in the comments below.

Yesterday on the main stage at Programmatic Pioneers Summit in London, industry experts explored how the open internet can deliver measurable ROI through AI, quality, and efficiency. Moderated by Emma Lacey, SVP Sales Demand EMEA at Onetag, the panel brought together David Costa, Global Head of Media Investment & Best Practices at HP, Michael Murray, Head of Programmatic at OMD EMEA, and Elsa Demain-Griffiths, Director of Digital Sales & Innovation at The Telegraph, to discuss the next phase of programmatic performance. Key themes from the session: 🔹 Performance is shifting beyond media efficiency toward media quality, data intelligence, and measurable business outcomes. 🔹 Business outcome metrics can now be optimised dynamically, with supply-side decisioning helping identify and prioritise higher-performing opportunities before they enter the bidstream. 🔹 AI is accelerating the ability to identify, enrich, and activate the impressions most likely to drive results. 🔹 Creative is becoming a powerful performance signal, with immersive formats and engagement intelligence providing valuable optimisation inputs. 🔹 The open internet is evolving rapidly to deliver the performance advertisers expect from the walled gardens while maintaining accountability, flexibility, and choice. One point was clear throughout the discussion: the future of programmatic is not about more volume, it’s about creating more value from every impression. Huge thanks again to our excellent panel and everyone who joined the session.

A huge thank you to all the publishers and partners who joined us for our exclusive evening in New York at the incredible Eataly - AMALFI rooftop. What a fantastic opportunity to connect, celebrate our partnerships, and spend time together outside of the usual day-to-day conversations. We truly appreciate everyone who took the time to join us and make the evening so special. Looking forward to building even more together in the months ahead!!!

This week at Amazon Web Services (AWS) Summit Milano, Rosario Cannavo and Tommaso Nocchi, Big Data Engineers at Onetag, took the stage to share how our AWS powered infrastructure processes billions of data signals every day across the Open Internet. In the session “Architetture event-driven su AWS: i flussi dati real time di Onetag”, they explored how scalable real-time data processing enables Onetag to manage massive volumes of information with speed, efficiency, and precision across the programmatic ecosystem. This infrastructure is the foundation of our Value Exchange, powering media quality, creative intelligence, and AI decisioning to help brands and agencies achieve smarter outcomes across the Open Internet. Thank you to AWS and Domenica Siviglia for having us on stage and for another fantastic summit!

Wrapping up an incredible few days at Brand100events! Jorge Martinez Alcalde, Head of Spain at Onetag, and Marco Angellotti, AdTech Sales Executive at Aryel, joined the event for 3 days of networking and meaningful discussions with leaders across the Spanish market. From conversations around the latest innovation for the Open Internet to how Onetag and Aryel are shaping better outcomes for brands and agencies, the focus was clear: combining media quality, immersive creative intelligence, and AI-driven decisioning to make programmatic more effective. The future of programmatic is being built on smarter signals, stronger media quality, and more intelligent activation, and Brand100 was the perfect place to move those conversations forward. ¡Seguimos construyendo el futuro del programmatic juntos!