About Us

It all started in 2015

Our journey in AdTech started in 2015, as a DSP partner to Dentsu, Publicis, Omnicom, GroupM and Havas in Italy.

Between 2017 through 2019 we had the opportunity to service P&G Italy to fully replace Hawkeye by AudienceScience. It was during this partnership that we released the first version of our intelligent optimization technology.

AI Advertising Evolution

In 2020, after 3 years serving P&G, we started helping publishers and advertisers all over the world with our unique programmatic technology offering.

Today, Onetag AI-powered programmatic curation technology delivers effective digital advertising for the Open Internet. Our platform provides the easy way to better media performance. 

Giving your DSP the assist it needs

Our AI feeds your DSP with curated, high performing inventory based on media quality data without cookies. We filter out all the wastage to deliver only viewable and uncluttered inventory, contextual relevance and engaged users.

Headquartered in Italy, Onetag is driving growth across the US, Europe and rest of the world with a diverse, friendly and focused team.

Leadership team

Chief Innovation Officer

Product Director

HR Director


Daniel Pirchio

Chairman of the board

Valentina Franceschini

Senior Partner Wise Equity SGR

Andrea Santagata

CEO Mondadori Media | Innovative Media Executive

Gianmario Ricciarelli

Co-founder Onetag

Paolo Gambarini

Founder Wise Equity


Daniel Pirchio



With 14 years’ experience at the forefront of digital marketing, Daniel is a true visionary in the programmatic advertising space, having built his first display and video ad server with built-in optimisation at the age of 19. He launched Onetag in 2015, and has driven its growth as a leading AI-powered programmatic curation technology business with a recent 9-figure evaluation. In his role as founder and CEO of Onetag, he is currently leading the company in its next phase of global expansion across Europe and the US, shaping the future of programmatic to deliver effective digital advertising for the open internet in a cookieless world.

When Daniel isn’t travelling for work, being multilingual, he loves the opportunity to engage with different cultures. He lives with his partner, dog and three cats in Pisa, which can proudly claim to be Europe’s fourth founding node of the internet.

Filippo Gramigna



With more than 20 years’ experience in the advertising technology industry, Filippo is an international leader in digital media, programmatic advertising and data. An expert in his field, Filippo has previously worked for major publishers, international ad tech companies, brands and agencies, including Lenovo, Adform and AzerionOne.

His professional strength lies in his extensive experience across multidisciplinary media roles in business development and sales, client partnerships, marketing and product. Filippo is a highly-driven business professional with a proven track record of delivering concrete economic results for commercial organisations in the most efficient way.

Filippo’s passions extend far beyond his professional endeavours. In his free time, he finds joy in the culinary arts, delighting his loved ones with authentic Italian cuisine. When he’s not in the kitchen, you can find him hitting the pavement for a run, finding serenity in yoga sessions, or embarking on thrilling treks through the mountains. A true adventurer at heart, Filippo revels in the exploration of new cultures, seeking out immersive experiences wherever his travels take him.

Lorenzo Baglini



Lorenzo Baglini’s ascent to Chief Technology Officer at Onetag is a testament to his unwavering dedication and exceptional leadership within the company. Beginning his tenure as a Software Engineer, Lorenzo swiftly rose through the ranks to Head of Engineering, before assuming the mantle of CTO in 2023.

His transition from engineering to executive leadership underscores his versatile skill set and strategic vision, positioning him as a driving force behind Onetag’s success in the ever-evolving digital advertising landscape.

Outside of the boardroom, Lorenzo is an avid fitness enthusiast, spending his free time pushing his limits in the gym and fostering a healthy work-life balance.

Andrea Gerosa



Andrea joined Onetag in 2022 as Chief Financial Officer with extensive experience of the financial services industry. He was previously the co-founder and Group CFO of EU-based fintech companies Oakam and Soldo, and has led various roles in Private Equity and Investment Banking.


He has raised more than $100 million in financing rounds (Series A and Series B) with skills including financial structuring, business planning, corporate finance, venture capital, and asset management.

Beyond work Andrea’s main passions include cycling, skiing and enjoying travel at any opportunity. 

Salvo Nicotra

Chief Innovation Officer


As Chief Innovation Officer, Salvo supports Onetag’s growth by accelerating the company’s innovation roadmap, and building strategic relationships with key partners. Salvo works closely with the Technology and Product teams to improve feature delivery and infrastructure design through ideas, coaching and methodologies, while also taking part in industry working groups and events to promote cooperation with key partners.


In his previous role at Neodata, Salvo built Italy’s first DMP and ad server technology platform, managing technical integrations with global tech partners and local enterprise customers.

Outside of work, Salvo teaches technology to University students, is a father of two and a keen gardener.

Riccardo Giomi

Product Director


Riccardo is a passionate tech enthusiast who embarked on his adtech career journey at Onetag as a Customer Success Manager in 2018.

He transitioned to the Product team in 2020 and since joining he has played a pivotal role in shaping the Onetag interface, by implementing his deep understanding of user needs and technological innovation. This approach has most recently involved the development and launch of the Onetag Smart Curation platform offering, with its powerful efficiency and performance benefits for buyers and publishers.

Outside the fast-paced world of product development, Riccardo finds solace and rejuvenation at his countryside retreat and loves the rejuvenation and tranquillity of nature. He is also an avid football fan, finding joy and excitement as both a supporter and player of the beautiful game.

Massimo Pagnetti

HR Director


Massimo leads Global HR at Onetag and is passionate about implementing strategies and practices that support global, multi-location growth-oriented businesses.

He brings a successful track record in HR development and implementation across different industries and work cultures, working in partnership with business stakeholders to enable effective delivery of people plans.

Prior to joining Onetag, Massimo developed HR functions in International businesses in industries including luxury, consumer goods and technology. He has extensive experience of working with teams across Europe, the U.S. and Asia.

Outside of Onetag, Massimo enjoys spending time with his family, cooking with a glass of fine wine, travelling, and running. He also loves reading about history and astronomy.